Animal suffering in labs is still a reality in Latin America. Discover the plan that’s driving transformation.

A Theory of Change is a logical model that maps out how our efforts, lead to measurable outcomes and lasting change. For Te Protejo, it’s the blueprint that guides its impact and holds it accountable. By sharing our Theory of Change, we invite transparency, collaboration, and dialogue for our community, our partners, and our supporters.

Why this issue matters?

Animal testing in cosmetics refers to the use of living animals to test the safety of ingredients and final products before they reach consumers. These animals are bred, kept, and used in laboratory environments known as bioterios. Like farmed animals, they are raised for exploitation—yet their level of suffering is within the highest of the movement.

In the European Union, animal testing for cosmetics and ingredients was officially banned in 2013. However, enforcement gaps and exceptions—such as toxicological tests required under chemical regulations—continue to undermine the full implementation of these bans.

In Latin America, the picture is even more complex. Several countries have passed some form of legislation to restrict animal testing in cosmetics, enforcement remains weak or nonexistent.

Who we are

Te Protejo is an organization working to transform the cosmetics industry in Latin America by promoting policies that protect the environment and eliminate the use of animals in testing and research. Since 2012, we’ve grown from a local initiative in Chile, into a regional force driving transformation across five key areas, designed to influence different stakeholders of the ecosystem to push forward systemic change.

Our Theory of Change

Our activities to achieve systemic change

We work across five strategic areas whose activities are part of our Theory of Change. Each area tackles a key part of the cosmetics industry ecosystem, and together, they help us move closer to a cruelty-free future—one where animals are no longer used for testing.

Awareness: We mobilize consumers to demand cruelty-free choices. Our campaigns have reached millions of people through in-person events, digital activations, and cross-sector collaborations that inspire public demand for certified cruelty-free products.

Certifications: As the only organization to locally certify cruelty-free cosmetics in Latin America, we’ve now verified over 180 brands and compiled more than 800 official listings. In Brazil, we also certify vegan products through a strategic collaboration with the V-Label program.

Advocacy: We influence public policies and legislation to end cosmetic animal testing. Our efforts have contributed to the approval of bans in several countries. We also work closely with corporate stakeholders to align the private sector to build a more ethical industry.

Research: We support the transition from animal-based testing to alternative research methods across Latin America. Our work promotes practices that reduce animal suffering and encourages the implementation of innovative, non-animal testing strategies as part of policy development.

Alliances: We build strategic connections between key players of the industry, including cruelty-free brands with retailers to increase product availability, and ethical companies with conscious consumers to scale impact and bring cruelty-free options closer to people’s everyday lives.

The changes we generate

We believe that when education, advocacy, research, certification, and partnerships come together, they drive measurable outcomes. All our activities converge toward two key outputs that form the foundation of our impact:

• Access to accurate and timely information about animal testing. Through public campaigns, lobbying, and corporate engagement, we bring visibility to practices that are often hidden and empower people to make informed decisions.

• Stakeholders’ compliance with cruelty-free principles. We engage companies, policymakers, and institutions in adopting alternatives to animal testing, aligning with ethical standards, and meeting growing consumer expectations.

These two outcomes are essential pillars in our Theory of Change. They help shift narratives, transform policies, and build the momentum needed to eliminate animal testing in Latin America.

What we’re achieving

Our work is already helping to reshape the cosmetics industry in Latin America. Through persistent effort and multi-stakeholder engagement, we’ve generated outcomes that bring us closer to a cruelty-free region.

• Over 180 brands have gone through our certification process and we have compiled a listing of 800+ certified brands available throughout the region.

• Our campaigns have reached more than 5 million people digitally, while our public events have gathered over 30,000 attendees across six countries.

• We’ve partnered with over 70 companies and retailers, to informed consumers about cruelty free options and facilitate conscious consumption habits.

• We’ve influenced the adoption of animal testing bans in several Latin American countries, through lobbying efforts and corporate engagement, succeeding in Chile, Mexico and Brazilian states.

• We’ve supported and guided the inclusion of cruelty-free categorization in retailers with more than 150 stores in Chile, making ethical shopping more accessible.

Animals saved

In Latin America, an estimated 22 million animals are used each year for cosmetic testing—many in painful procedures, most without any legal protection, and often without ever being counted. If fully enforced, the animal testing bans approved in Mexico and Chile could save the lives of nearly 5 million [1]animals every year.

These are not just policy wins—they are the direct result of a decade-long effort to push for laws that reflect compassion and scientific progress.

But these changes don’t happen in isolation, they are the outcome of everything we do—public education, advocacy, research, certifications, and strategic partnerships—working in unison to build public will and institutional pressure. Because saving lives isn’t just our mission—it’s what drives every step of our strategy.

[1] Note on Animal Impact Estimation: Based on available market data, the cosmetics testing bans in Mexico and Chile—if fully implemented—could save an estimated 5 million animals annually, reflecting their share of the Latin American cosmetics industry.