Is Anastasia Beverly Hills ethical and cruelty-free?

Overview

Anastasia Beverly Hills (ABH) was founded in 1997 by Anastasia Soare and is privately held, with no publicly traded parent company. The brand is best known for its eyebrow products, contour kits, and eyeshadow palettes. While ABH has a strong following in the beauty community, its ethical profile is mixed: it is cruelty-free (not testing on animals) but is not fully vegan, and its sustainability efforts are minimal compared to industry leaders. The brand has not made public commitments to major certifications like Leaping Bunny or B Corp, and its supply chain transparency is limited.

Certifications

Anastasia Beverly Hills does not hold any widely recognized third-party ethical certifications such as Leaping Bunny, PETA Cruelty-Free, Vegan Society, B Corp, or Fair Trade. The brand is not certified organic or non-GMO. Some products are labeled as vegan, but there is no overarching certification for the entire range. The absence of certifications means consumers must rely on the brand’s own claims.

Animal Testing & Vegan Range

Anastasia Beverly Hills states it does not test on animals and does not ask others to test on its behalf, and it claims to be cruelty-free under the brand's own policy. However, the brand is not certified by any major animal-testing watchdog. The company sells in China, where animal testing is required for imported cosmetics by law; ABH has indicated it complies with local regulations, which may involve post-market animal testing. The vegan range is partial—many products are vegan, but not all. The brand does not provide a comprehensive list of vegan items on its website, and some products contain beeswax or carmine.

Sustainability Pledges

Anastasia Beverly Hills has made limited sustainability commitments. The brand uses some recyclable packaging but does not publish a detailed sustainability report or set public goals for reducing carbon footprint or waste. There is no information about using recycled materials or offering refillable packaging. The brand has not joined initiatives like the Sustainable Packaging Coalition or Climate Neutral. In 2022, ABH launched a limited recycling program with TerraCycle for empty product containers, but this is not a permanent or widely promoted initiative.

Sourcing & Labor

ABH has not publicly disclosed detailed information about its ingredient sourcing or labor practices. The brand does not have a published supplier code of conduct or transparency about its supply chain. There is no evidence of Fair Trade or ethical sourcing certifications for ingredients like mica. The company’s manufacturing is likely outsourced, but labor conditions in its supply chain are not independently verified.

Controversies Context

As of the time of writing, Anastasia Beverly Hills has no major controversies on record. The brand has faced minor criticism regarding the lack of shade inclusivity in some foundation launches and has been involved in legal disputes over product names, but these have not escalated into widespread ethical controversies. The brand’s decision to sell in China has drawn scrutiny from animal-rights advocates, but this is a common industry-wide issue.

Bottom Line

Anastasia Beverly Hills is a solid choice for cruelty-free makeup by its own definition, but the lack of third-party certifications, limited sustainability efforts, and partial vegan range reduce its ethical appeal. Consumers prioritizing animal welfare, full transparency, or environmental responsibility may want to look for more certified alternatives.