Cruelty-Free

Is Alverde Cruelty-Free: Not PETA and Leaping Bunny Certified But…

Alverde is a cosmetics and body care brand that was founded in 1989 in Germany. From its founding, Alverde did its best to create affordable makeup using only natural ingredients.

Alverde belongs to Germany’s biggest drugstore chain, DM-Drogerie. Throughout the years, the brand remained loyal to its nature-based ingredients and formulations. It became well-known throughout Europe because of its high-quality products sold at low prices. According to the Gessellschauft fur Konsumforschung (GfK), Alverde is the best-selling natural cosmetics brand in Germany.

Is Alverde Cruelty-Free?

Not sold in China? Yes
PETA Certified No(*)
Leaping Bunny Certified No(*)
Has vegan products Yes
Not owned by a Parent Company that does Animal Testing? Yes

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Yes, Alverde is cruelty-free.

Alverde remains loyal to its cruelty-free, natural roots. None of its final products, as well as ingredients and formulations, have ever been tested on animals. At the same time, the brand doesn’t pay a third-party to conduct these tests, and the brand’s supplier doesn’t test on animals.

The brand isn’t certified by PETA or has the Leaping Bunny label(*); however, it has the NATURE seal, which is delivered by DM. German regulations heavily control its carriers. It also won several awards for being environment-friendly, most notably the German Sustainability Award, which is given to the companies that manage to connect the economy with ecology and social issues.

Best Selling Alverde Products

Are Alverde products sold in China?

No, Alverde’s products aren’t sold in mainland China. Since 2018 they can be ordered online via services such as Tmall Global. However, products that are sold online don’t fall under China’s animal testing laws. This enables the brand to remain cruelty-free.

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What is the Deal with China?

Even though animal testing is proven to be an unnecessary and unethical practice, some countries still require it by law. This is the case with the second-biggest market in the world, China.

China requires any beauty product to be tested on animals before allowing importation and being sold in Chinese stores. Any company or brand that makes the decision to sell in China has also decided to test on animals – either by themselves or, usually, by paying a third-party company to test on their behalf. This is the main reason why a lot of brands can’t achieve a true cruelty-free status. After growing public outrage, China did lift some regulations in 2014, which allowed certain beauty products, such as shampoos and other skincare items, to be imported without testing, but this is still a small percentage.

A lot of brands that claim to be cruelty-free are being misleading thanks to these laws. Even if a brand doesn’t conduct animal testing on its own, by deciding to take the opportunity and sell in countries such as China, it is allowing a third-party to test the final product on animals. This is why PETA and the Leaping Bunny Program have forbidden brands that they certify to expand their market in this direction – and rightfully so.

A lot of companies are working with the Chinese government on lifting these regulations, and legislation was proposed in 2019 that should stop mandatory animal testing. However until today, no substantial progress has been made in this regard, we continue to wait patiently.

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Is Alverde Vegan?

Alverde is not 100% vegan, despite most of its products being made primarily of plant-based ingredients. Some of the products use a few animal-derived ingredients or animal by-products, mostly carmine, beeswax, and lanolin. However, all its vegan products have the V symbol on the package, making them easily distinguishable from non-vegan items. 

At the same time, all Alverde products are made without silicones, petroleum, or synthetic dyes or fragrances. This makes it a truly natural brand.

Who owns Alverde and does the parent company test on animals?

Alverde is created and owned by the German drugstore chain DM-Drogerie. DM is cruelty-free, and all the brands it owns are also cruelty-free.

DM became a part of the controversy in 2018 when it announced most of the company’s brands and products would start selling in China. However, this only included online sales, so its brands can still be considered entirely cruelty-free.

What products does Alverde sell?

Alverde is well known for its organic cosmetics and makeup line. Consumers love nits products not only in Germany but all across Europe. They are not only excellent in quality, but they are sold at affordable prices so that anyone can use them.

Alverde also has skincare and body care lines, including moisturizers, bath and body products, even toothpaste and products for babies.

Best Selling Alverde Products

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