Is Rejoice ethical and cruelty-free?

Overview

Rejoice is a global hair care brand launched by Procter & Gamble (P&G) in 1996, primarily known for its affordable shampoos, conditioners, and styling products. It is marketed heavily in Asia, especially in China, India, and Southeast Asia, with the tagline 'soft, smooth, and shiny' hair. The brand competes in the mass-market segment and is widely available in supermarkets and drugstores. As a subsidiary of P&G, Rejoice operates under the parent company's corporate policies, which include a mixed record on animal testing and environmental sustainability. No major controversies have been associated with the brand itself, but its ethical standing is shaped by P&G's broader practices.

Certifications

Rejoice products do not carry widely recognized third-party ethical certifications such as Leaping Bunny, Cruelty Free International, or Vegan Society certification. P&G has its own internal safety and sustainability standards, but these are not independently verified by neutral bodies like B Corp or Fairtrade. Some Rejoice packaging may carry recyclability symbols, but the brand lacks overarching certifications for organic, natural, or ethically sourced ingredients. Consumers seeking verified ethical credentials will find Rejoice lacking compared to niche or premium brands.

Animal testing & vegan range

Rejoice, under P&G, is not considered cruelty-free by major watchdog organizations. P&G has a stated policy of not conducting animal testing on finished products 'except where required by law' — and China's mandatory animal testing requirements for imported cosmetics mean that P&G (including Rejoice) sells products in China, thereby enabling post-market or ingredient-level animal testing. As a result, Rejoice cannot claim cruelty-free status. Regarding vegan products, Rejoice does not market a specific vegan range, and some of its formulations may contain animal-derived ingredients such as silk proteins or keratin. P&G provides limited transparency on ingredient sourcing for this brand.

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 2025. Rejoice participates in these goals, with a focus on lightweighting bottles and incorporating post-consumer recycled (PCR) plastic. The brand has also launched water-saving innovations, such as the 'Rejoice Waterless' campaign in China promoting shorter rinse times. However, specific, independently verified sustainability reports for Rejoice are scarce, and the brand does not disclose comprehensive lifecycle assessments. Carbon footprint data for Rejoice products is not publicly available.

Sourcing & labor

Rejoice relies on P&G's global supply chain, which publishes a Supplier Responsibility Program and a code of conduct aligned with the UN Guiding Principles on Business and Human Rights. P&G has been criticized by labor rights groups regarding working conditions at some suppliers in palm oil and paper supply chains, but no direct controversies have been publicly linked to Rejoice. The brand does not market any fair trade or direct-trade sourcing claims. Ingredient traceability is limited; Rejoice does not disclose specific sourcing origins for key ingredients like surfactants or fragrances.

Controversies context

No major controversies are on record for Rejoice as an individual brand. P&G has faced historical controversies over animal testing, deforestation in palm oil sourcing, and plastic waste, but these have not escalated into brand-specific scandals for Rejoice. The brand maintains a low profile in ethical debates, likely due to its mass-market, low-price positioning. Consumers concerned with corporate ethics should note that Rejoice's parent company's practices, particularly regarding animal testing in China, remain a point of contention among ethical consumer groups.

Bottom line

Rejoice is a convenient, low-cost hair care option but falls short on key ethical benchmarks. It lacks cruelty-free certification, offers no vegan range, and has limited independent sustainability verification. For consumers prioritizing animal welfare and transparent supply chains, Rejoice is not recommended. However, its parent company's broader environmental targets suggest incremental improvement in packaging, though not enough to offset the core animal testing issue. Better alternatives include brands with Leaping Bunny certification and closed-loop packaging systems.