“The next big thing in Indian beauty isn’t just a shade or a style — it’s a mindset.”
Today’s consumers aren’t just buying lipstick. They’re buying values. They’re buying impact. They’re buying brands that dare to care.
At MDA Labs, we’re seeing the shift up close: cruelty-free makeup is no longer a trend — it’s becoming a baseline expectation. And for brands that want to stay relevant, the message is loud and clear: Compassion is the new currency.
If you’re a beauty brand — or looking to build one — here’s why cruelty-free should be a cornerstone of your growth strategy.
India’s Beauty Consumers Are Evolving — Fast
Today’s Indian consumer is informed, intentional, and deeply invested in what their products stand for. They want glam, yes. But they also want accountability.
- 74% of Gen Z consumers in India prefer brands that reflect their personal values.
- 62% of beauty buyers say they’re more likely to purchase from brands that are cruelty-free or ethical.
And these aren’t just one-time choices — they’re habits that define loyalty.
In short: If your brand isn’t cruelty-free, you’re not just losing customers — you’re losing credibility.
What Beauty Brands Should Do (Right Now)
If you’re planning to launch or scale a makeup line, here’s your action plan:
- Formulate for Compassion
Partner with labs (like MDA Labs) that specialize in cruelty-free R&D and formulation. Get ahead of ingredient sourcing challenges early. - Certify & Celebrate
Don’t just be cruelty-free — show it. Certifications build instant trust and give you marketing power that feels genuine, not gimmicky. - Tell the Right Story
Today’s consumers can smell performative ethics a mile away. Your cruelty-free journey should be authentic, consistent, and creatively told across packaging, social media, and beyond. - Think Beyond Compliance
Don’t treat cruelty-free as a checklist. Think of it as a pillar of brand identity. Consumers notice — and reward — brands that live their values holistically.
Understanding the Shift: Why Cruelty-Free Matters More Than Ever
Once considered a niche, “nice-to-have” label, cruelty-free has now become a baseline consumer expectation — particularly among younger demographics.
Cultural Awareness is Soaring
Documentaries, social media campaigns, and global movements like #BeCrueltyFree have made consumers more aware of the ethical issues surrounding animal testing.
Values Are Driving Purchase Decisions
Beauty shoppers are no longer passive. According to a 2024 Nielsen survey, over 70% of millennials and Gen Z buyers in India prefer brands that align with their ethics, with cruelty-free consistently ranking as a top factor.
The Rise of Conscious Consumerism
Today’s buyers see every purchase as a vote for the kind of world they want. Cruelty-free products signal not just kindness to animals, but broader values like sustainability, transparency, and corporate responsibility.
In short: Modern consumers are asking brands tough questions — and rewarding those with real answers.
The Business Case: Why Cruelty-Free Is a Smart Business Move
Choosing cruelty-free isn’t just the “ethical” thing to do — it’s a strategic growth lever that can directly impact your brand’s bottom line. Here’s how:
🔹 Stronger Brand Trust
In a market flooded with choices, cruelty-free certification acts as a trust shortcut. Brands that visibly commit to no animal testing earn instant credibility — a critical factor when launching or scaling new product lines.
🔹 Premium Positioning
Cruelty-free products naturally align with premium, clean, and conscious beauty positioning. Brands that adopt this identity can command higher price points and greater brand loyalty over time.
🔹 Global Scalability
Many countries — including those in the European Union — ban the import of cosmetics tested on animals. Building cruelty-free from the start allows your brand to expand internationally without costly reformulations or rebranding later.
🔹 Retail and E-commerce Requirements
Leading retailers like Sephora, Ulta, and even major Indian platforms are increasingly prioritizing cruelty-free brands. Without the right certifications, brands may find themselves locked out of key retail opportunities.
🔹 Competitive Advantage
While some legacy brands still scramble to adapt, new-age brands that start cruelty-free can leapfrog older players, winning market share among younger, more discerning consumers.
How Indian Makeup Brands Are Leading the Charge
Several Indian brands have already recognized the power of cruelty-free — and are building loyal communities because of it:
- Disguise Cosmetics: One of India’s first brands to market itself proudly as 100% cruelty-free and vegan. Their authentic storytelling helped them stand out in a saturated makeup market.
- Plum Goodness: Leveraged cruelty-free and clean beauty values to fuel not only makeup sales but a full-fledged D2C movement, becoming a brand that feels personal and purposeful to its customers.
- Ruby’s Organics: Positioned itself as India’s first organic, cruelty-free makeup brand, tapping into the growing demand for clean, conscious beauty without compromising on performance.
- Earth Rhythm: Though more skincare-focused, Earth Rhythm’s cruelty-free and eco-conscious branding shows how makeup brands can take a similar multi-pronged ethical approach to brand-building.
Lesson for emerging brands: Cruelty-free isn’t a side note in your brand story — it is the brand story.
Building a Cruelty-Free Brand: Key Steps for Success
If you’re a brand founder or product developer, here’s what to prioritize when embracing the cruelty-free movement:
1. Start with the Right Formulation Partner
Cruelty-free begins in the lab. Partner with R&D labs like MDA Labs that understand how to formulate without animal-derived ingredients or animal testing.
We help brands identify approved ingredients, avoid cross-contamination risks, and maintain high performance standards without ethical compromise.
2. Obtain Recognized Certifications
Visual proof matters. Whether it’s PETA’s Beauty Without Bunnies, Leaping Bunny, or Choose Cruelty Free, certifications offer consumers and retailers instant validation.
At MDA Labs, we also assist brands through the certification journey, making it seamless and faster.
3. Integrate Ethical Values into the Entire Brand DNA
Cruelty-free can’t be a sticker on your label — it must reflect across your supply chain, marketing, influencer collaborations, and customer service policies.
Conscious consumers are quick to spot inconsistencies and penalize brands they perceive as inauthentic.
4. Educate Your Consumer (Without Preaching)
Storytelling around cruelty-free needs to feel empowering, not guilt-tripping. Brands that creatively engage audiences — through content, campaigns, and collabs — build stronger emotional connections.
5. Innovate Constantly
The cruelty-free landscape is evolving. Stay ahead by investing in new textures, longer-lasting formulas, and high-performance products that can stand toe-to-toe with traditional options — proving that ethical beauty doesn’t compromise on glamour.
The Future of Cruelty-Free Beauty in India
The momentum is undeniable.
In the next five years, we anticipate:
- A surge in certified cruelty-free brands entering the mid-tier and mass market segments.
- Increased demand for cruelty-free color cosmetics beyond just lipsticks and eyeliners — think foundations, primers, and even makeup tools.
- A merging of cruelty-free and sustainable beauty, where clean formulations and eco-friendly packaging go hand-in-hand.
- Greater consumer expectation for radical transparency — brands will need to showcase not just why they are cruelty-free, but how.
Brands that act now will shape the standards of tomorrow — and win loyalty that lasts.
Final Word: Compassion Is the New Cool
In a world where every brand promises “better,” those who prove they are “kinder” will truly stand apart.
At MDA Labs, we help beauty brands not just meet cruelty-free standards but lead with them — boldly, beautifully, and authentically.
From formulation to launch strategy, we’re here to power your next big idea.Planning to create a makeup brand that’s as conscious as it is covetable?
Let’s talk more about it! 🚀
