Ethical Alternatives to It Cosmetics
It Cosmetics is a mass-premium makeup and skincare brand owned by L'Oréal, with limited ethical certifications and no major controversies. However, its parent company's animal testing practices and sustainability commitments require scrutiny for shoppers seeking fully ethical options.
Categories compared: Beauty & Personal Care
Why shoppers look for alternatives to It Cosmetics
- Parent company L'Oréal tests on animals where required by law, including for sales in mainland China, so It Cosmetics cannot be certified cruelty-free.
- It Cosmetics holds no independent ethical certifications (e.g., Leaping Bunny, PETA Cruelty-Free, vegan, or eco-labels), making it harder to verify its sustainability claims.
- The brand's supply chain transparency is limited; L'Oréal's overall environmental record has faced criticism for plastic waste and carbon footprint.
- Many smaller, indie brands offer comparable high-coverage, skin-friendly formulas with full cruelty-free and vegan certifications, plus clear ingredient sourcing.
Top-scoring alternatives to It Cosmetics
The ultimate multi-tasker for minimalist hosts; one bottle can wash hands, body, hair, and even dishes.
A UK-based, women-owned B Corp offering the highest ethical standard in menstrual care. This bulk 'Sisterhood' bundle features GOTS organic cotton tampons and pads with RSPO-segregated inputs, ensuring zero deforestation.
The gold standard of ethical cleaning. A highly concentrated, multi-surface liquid soap made from organic oils and fair trade ingredients in 100% PCR packaging.
The gold standard of ethical soaps, featuring regenerative organic palm oil and a legacy of fair-trade advocacy and radical transparency.
A zero-waste oral care system consisting of fluoride-free tablets in a refillable glass jar, featuring ingredients sourced from ethical Eastern European partners.
A high-potency, carbon-extracted rosehip oil designed specifically for sensitive skin, backed by rigorous B Corp standards and organic agricultural sourcing.
A plastic-free, highly concentrated shampoo bar that replaces three plastic bottles, featuring fair-trade ingredients and carbon-neutral shipping.
A moisturizing, sulfate-free bubble bath featuring handcrafted fair-trade shea butter and calming lavender oil.
A culturally authentic, multipurpose soap that funds community empowerment projects in Togo through a direct-trade model.
A revolutionary carbon-neutral alternative to single-use cotton pads, designed to be used up to 1,750 times and fully compostable at the end of its life.
A high-performance, absorbent, and leak-proof intimate care solution from an Eastern European-sourced supply chain, replacing thousands of single-use plastics.
A socially conscious fragrance house that empowers female harvesters, offering a travel-sized discovery set perfect for gifting.
What It Cosmetics is rated on
It Cosmetics is not certified cruelty-free by any major independent body. Its parent company, L'Oréal, conducts animal testing where required by law (including for products sold in mainland China). The brand has no third-party certifications for vegan, organic, or environmentally sustainable manufacturing. Publicly available data shows no major scandals, but the lack of certification leaves gaps in accountability for shoppers who prioritize animal welfare, clean ingredients, or reduced environmental impact.
How the alternatives were picked
We selected alternatives based on three criteria: (1) clear, verified cruelty-free certifications (Leaping Bunny, PETA Beauty Without Bunnies, or similar), (2) transparent ingredient sourcing and manufacturing processes, and (3) performance comparable to It Cosmetics’ signature coverage and skincare-infused formulas. All alternatives listed here do not sell in mainland China or have explicit policies against animal testing for any market. We also prioritized brands that disclose sustainability efforts, such as recyclable packaging or carbon offset programs.
What to check on the label
When evaluating any beauty brand, look for certification logos on the packaging or website: Leaping Bunny (Cruelty Free International) or PETA’s Beauty Without Bunnies. Verify the brand’s animal testing policy in the FAQ or about page—specifically, whether they sell in China or use third-party distributors that test. Check for vegan certification (e.g., Vegan Action, Vegan Society) if you avoid animal-derived ingredients. Finally, examine ingredient transparency: brands that openly list all components and avoid parabens, phthalates, and synthetic fragrances often align better with ethical standards.
How to judge a suggested brand alternative
An alternatives page is a starting shortlist, not proof that one brand is universally better than another. The suggestions come from our catalogue: published products in a similar category with a recorded ethics score. They answer a narrow question — which products we list might fit the same need — and they cannot tell you which option performs best, suits your skin or diet, or matches your budget.
Match the job before the score
Start with what the original product does for you: format, size, scent, skin or dietary requirements and where you buy it. A higher-scoring alternative is not useful if it comes in a format you cannot use or is not sold where you shop. Check the alternative's full record — purpose, ingredients, price and seller — before treating it as a replacement.
Compare evidence, not impressions
Read certifications at their stated scope: a scheme may cover one range, one material or a named entity rather than a whole brand. An animal-free ingredient list and an animal-testing policy are separate questions, and a parent company's record is a third. Where a claim matters to you, confirm it in the scheme's own directory or the manufacturer's current statement rather than relying on a badge alone.
Keep the limits of the comparison visible
Catalogue scores are AI-assisted assessments with documented limitations, not laboratory measurements. A missing score is a data gap, not a failing grade. The original brand's presence here reflects what our records contain, which may omit reformulations, regional differences or newer certifications. For health, safety or recall concerns, use official sources rather than any score.
| Check | Where to confirm it | Avoid assuming |
|---|---|---|
| Does the alternative do the same job? | Its full product record and the maker's current description | A similar category means a like-for-like replacement |
| Is a claimed certification current? | The certification scheme's official directory | A badge covers the whole brand or group |
| Is it actually available to you? | The retailer's current listing, price and delivery | A catalogue price tier is a live quote |
Frequently asked about It Cosmetics alternatives
Does It Cosmetics test on animals?+
It Cosmetics itself does not have a published animal testing policy, but its parent company L'Oréal tests on animals where required by law, including for products sold in mainland China. The brand is not certified cruelty-free by any independent body.
What certifications should I look for in an ethical alternative?+
Look for Leaping Bunny or PETA Beauty Without Bunnies logos for cruelty-free status. For more rigorous standards, check for vegan certification (e.g., Vegan Action) and eco-labels like Ecocert or Made Safe.
Are there any It Cosmetics products that are vegan?+
It Cosmetics does not label its products as vegan or carry a vegan certification. Many products likely contain animal-derived ingredients (e.g., beeswax, lanolin), but the brand does not provide a clear vegan mark. We recommend checking individual ingredient lists or contacting customer service for specifics.
Why don't you include other L'Oréal brands in your recommendations?+
All brands under L'Oréal share the same parent company animal testing policy, which does not meet the independent cruelty-free certifications we recommend for ethical shoppers. We only list brands that are fully separate and verifiably cruelty-free.