Is Always ethical and cruelty-free?

Overview

Always (branded as Whisper in some markets) is a global menstrual hygiene brand owned by Procter & Gamble (P&G). It offers a range of pads, liners, and period underwear. While widely accessible and affordable, Always has been criticized for its use of synthetic materials, non-recyclable packaging, and parent company’s animal testing practices. The brand has launched some eco-friendly initiatives, such as plastic-free pads in select regions and recyclable packaging pilots, but overall, its ethical profile remains mixed.

Certifications

Always does not hold any widely recognized third-party ethical certifications such as B Corp, Fair Trade, or Leaping Bunny. Some individual products may carry the FSC (Forest Stewardship Council) certification for packaging in limited markets. The brand is not certified vegan or cruelty-free by major organizations.

Animal Testing & Vegan Range

Procter & Gamble conducts animal testing where required by law, such as for new ingredients or in China (where post-market testing is mandatory for imported cosmetics). Always, as a regulated medical device in some regions, is not typically subject to cosmetic animal testing requirements, but the parent company’s policy includes animal testing when regulators demand it. Always does not offer a dedicated vegan product line, and many products contain synthetic materials and adhesives of non-vegan origin. The brand sells in China, where some form of animal testing may be required for certain product categories.

Sustainability Pledges

P&G has committed to making 100% of its packaging recyclable or reusable by 2030 and reducing virgin plastic use by 50% by 2030. Always has launched plastic-free pads in some European markets (e.g., France and UK) using plant-based fibers and recyclable cardboard packaging. However, these lines are not yet globally available. The brand also supports menstrual equity through its 'End Period Poverty' initiatives, donating products to underserved communities, but this does not offset its environmental footprint.

Sourcing & Labor

P&G’s supply chain is vast, and while it has a Supplier Ethical Data Exchange (SEDEX) membership and a code of conduct for suppliers, independent audits are limited in transparency. There are no major reports of labor violations directly linked to Always, but the general risks of raw material sourcing (e.g., cotton, pulp, and synthetic materials) in developing countries apply. The brand does not publicly disclose full supplier lists or commit to 100% fair trade sourcing.

Controversies Context

No major controversies have been recorded for Always in recent years. Past criticisms have centered on the brand’s contribution to plastic waste and the lack of ingredient transparency on packaging. P&G has faced protests from environmental groups over deforestation linked to palm oil and wood pulp sourcing, but these are not exclusive to Always. The brand has not been involved in human rights scandals or major labor disputes.

Bottom Line

Always is a conventional menstrual care brand with some nascent sustainability efforts but falls short for consumers seeking cruelty-free, vegan, or heavily eco-conscious products. The parent company’s ongoing use of animal testing and reliance on virgin plastics are significant ethical concerns. Until the brand adopts third-party certifications and transparent, fully sustainable practices, it remains a middle-ground option—better than many mainstream alternatives but not aligned with strict ethical standards.