The Hidden Truth Behind "Clean Beauty" Brands

You've seen them everywhere: brands proudly displaying "clean," "natural," and "cruelty-free" labels. But what happens when these ethical-sounding brands are owned by parent companies with questionable practices? The truth is more complex than the marketing suggests.

The Parent Company Problem

Many consumers are shocked to discover that their favorite "clean" beauty brand is actually owned by a parent company that tests on animals or has a history of environmental violations. This isn't a rare occurrence—it's the norm in the beauty industry.

Take CeraVe, for example. The brand markets itself as dermatologist-recommended and focuses on clean, effective skincare. However, CeraVe is owned by L'Oréal, a company that sells products in mainland China where animal testing is required by law. While CeraVe itself may not directly test on animals, your purchase profits a company that does.

Why This Matters

The beauty industry is built on layers of ownership that most consumers never see. Major corporations like L'Oréal, Estée Lauder, Unilever, and Procter & Gamble own dozens of brands each. Some of these parent brands test on animals, while others don't—but they all share the same corporate structure and profit pool.

The Financial Connection

When you purchase a product from a subsidiary brand, a portion of that revenue goes to the parent company. This means:

• Your money supports the parent company's entire operation
• Profits from "clean" brands fund research and development across all brands
• Parent companies use revenue to expand into markets that require animal testing
• Your purchase indirectly supports practices you may be trying to avoid

Common Examples

Here are some well-known "clean" or "cruelty-free" brands and their parent companies:

How Sage Helps

This is exactly why we created Sage. Our app doesn't just check the brand on the label—we investigate the entire ownership chain. When you scan a product, Sage reveals:

• The complete parent company structure
• Animal testing policies at both brand and parent company levels
• Environmental violations and ethical concerns
• An honest Cruelty-Free score that reflects the full picture

What You Can Do

Making truly ethical beauty choices requires more than reading labels. Here's how to navigate this complex landscape:

1. Research parent companies: Before buying, check who owns the brand. A quick search can reveal surprising connections.
2. Use Sage to scan products: Our app does the research for you, revealing parent company ownership and ethical practices instantly.
3. Look for independent brands: Truly independent brands that aren't owned by major corporations are more likely to maintain their ethical standards.
4. Check certifications carefully: Leaping Bunny and PETA certifications apply to the brand, not necessarily the parent company.
5. Support truly independent brands: When possible, choose brands that are independently owned and operated.

The Bottom Line

The beauty industry's ownership structure is intentionally opaque. Brands want you to focus on their marketing, not their corporate parentage. But if you care about ethical beauty, you need the full picture.

Sage exists to cut through the marketing and reveal the truth. We investigate parent companies, trace ownership chains, and give you honest scores that reflect the complete reality—not just what's on the label.

Ready to discover the truth about your beauty products? Download Sage and scan before you shop.