The power of consumers can drive impactful change

Our Awareness area is responsible for shedding light on the use of animals in science and the cosmetics industry, and for creating accessible, educational, and inspiring content that motivates people to shift their consumption habits toward cruelty-free alternatives.

From our perspective, responsible consumption is a powerful tool for driving social change. Every purchase is a vote that supports the values one wishes to see reflected in the world: by choosing products not tested on animals, people push industries to adopt more ethical and sustainable practices. Through this approach, our organization over 180 brands in Latin America have gone through our certification process and compiled more than 800 cruelty-free options across the region, reaching millions of people with our message.

In addition to promoting cruelty-free consumption, our area addresses complementary topics that enrich this transition, such as plant-based eating, animal welfare, gender equity, and sustainability—understanding that animal protection intersects with multiple dimensions of social and environmental justice.

All this work is carried out in community, with a team present in six Latin American countries (Argentina, Colombia, Peru, Brazil, Chile, and Mexico) and the support of an active volunteer network.

To learn more, discover new cruelty-free brands, or find information on conscious habits, visit our social media platforms and website.

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