Makeup Forever is a high-end cosmetics brand founded by makeup artist Dany Sanz in 1984 in France. It was created with the idea to design and manufacture high-quality products for the fashion and movie industries.
In 2002, Makeup Forever started offering professional makeup trainings that are held in its academies. This educational program started in Paris, but it quickly expanded to various other cities, including New York, Hong Kong, Singapore, Helsinki, and Brussels.
Today, Makeup Forever is sold in more than 60 countries globally, both in retailers such as Sephora and in its own beauty boutiques. It has a Backstage Pro Program, which gives significant discounts who purchase makeup through the special membership part on its website or some of its industry partners.
Is Makeup Forever Cruelty-Free?
|Not sold in China?
|Leaping Bunny Certified
|Has vegan products
|Not owned by a Parent Company that does Animal Testing?
No, Makeup Forever is not a cruelty-free brand.
As of September 2020, Makeup Forever doesn’t have an official animal testing policy. As the brand is based in France, it doesn’t test finished products on animals, as this practice is forbidden in the EU countries. However, most of the animal testing is done on the ingredient level, and Makeup Forever doesn’t state anything about its ingredients and formulations. At the same time, the brand sells in countries where animal testing is required by law.
If you like Makeup Forever’s products, but can’t support a brand that isn’t cruelty-free. If this is the case, you can always contact the brand’s representatives and ask them politely to reconsider their animal testing policy. Just remember to stay respectful, as hate speech never accomplished anything.
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Are Makeup Forever products sold in China?
Yes, Makeup Forever sells its products in mainland China.
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.
Is Makeup Forever Vegan?
No, Makeup Forever is not a 100% vegan brand. Most of its products contain some form of animal-derived ingredient or animal by-products, such as carmine, beeswax, or lanoline. The brand doesn’t have an official list of vegan products, and none of its items are labeled as such.
Who owns Makeup Forever and does the parent company test on animals?
In 1999, Makeup Forever was bought by the multinational cosmetics and fashion conglomerate LVMH, which is not cruelty-free. However, LVMH does own several cruelty-free brands, which means the decision to test on animals was entirely on Makeup Forever alone.
What products does Makeup Forever sell?
Makeup Forever started by selling cosmetics products to various professionals, such as makeup artists, cosmetologists, estheticians and spa professionals. Soon, they started selling to average consumers, as well.
Makeup Forever sells all kinds of makeup products, such as lipsticks, mascaras, foundations, and eyeshadow palettes. It also has a professional Special FX line that sells artificial blood, liquid latex, and similar FX makeup products. The brand also sells brushes and cleansers, making it a complete makeup line.