I decided to go cruelty free after the L'Oreal racism debacle. World renowned brand L'Oreal hired black trans model Munroe Bergdof as a face for one of their True Match Foundation shades, making her the first trans individual to front one of their campaigns. She was hired on the Monday and fired by the Friday after the Daily Mail wrongly dug up her social media posts and wrote a twisted article about how she believes "all white people are racist." In true Daily Mail style, their article was manipulated to only include quotes which fitted their narrative, leaving Munroe helpless and receiving hateful messages 24/7 from people who hadn't taken the time to educate themselves on what she really believes, L'Oreal being one of them, as they sacked her, claiming her beliefs were not in line with their ethics. Naturally, this led to uproar from people who clearly understood Munroe's views as the Facebook post dug up by the Daily Mail was something Munroe had written about the reality of racism in society. She highlighted how society is built to benefit white people and how people are socialised into having racist beliefs. She emphasised how society is built on the foundations of white supremacy and her own experiences with racism. This caused me, and many others, to question L'Oreal and it soon became clear where they stood on the issue of racism. By hiring and firing Munroe for speaking out about racism, it proved how L'Oreal only wanted to be seen supporting women of colour when it suited them. They capitalised upon Munroe, making her the face of what was actually named a DIVERSITY campaign, but then fired her when she spoke out about her oppression. After making themselves look good and gaining some dollar, they let Munroe go because God forbid a black woman speak out about the racism she has experienced.

So, now with a shattered reputation and losing a beautiful model who has progressed on to much bigger and better things, L'Oreal lost customers who have supported the brand for years, me included. I didn't want to associate myself with or support a brand who weren't willing to support people of colour in their fight against racism. I have always been aware of the fact that L'Oreal tested on animals but still bought their products because I liked them. I loved some of them, in fact, however, I now refuse to give them my money and, whenever I see anyone browsing their stand in Superdrug or Boots, I give them the same judgemental look that I give people who I see purchasing The Sun newspaper.

I am against animal testing, I always have and always will be, but if you were to ask me why I haven't always been cruelty free, I probably couldn't give you an answer. Ask anyone why they aren't cruelty free and they probably don't know. It isn't because I didn't care, of course I care, but I guess it just wasn't something I thought about much. So, anyway, after the whole L'Oreal fiasco, I decided to ditch them once and for all. This got me thinking, "If I'm going to boycott L'Oreal, who test on animals, why don't I just boycott all brands who test on animals?" and that was that. I went cruelty free in an instance and haven't looked back since.

Since becoming cruelty free, my life hasn't changed drastically, nor have I had to make huge sacrifices. Honestly, most of the make-up I already owned was cruelty free, and a lot of my favourite brands are too, which makes life easy for me. I've had to switch a few things around in my make-up routine and hunt down alternatives for well-loved products but that wasn't difficult and, in the long term, it will be beneficial. I feel better about myself and enjoy using make-up much more as I know what I am using hasn't harmed anyone or anything. I feel more content within myself and as though I am helping to make a difference.

I wanted to share ten reasons with you why you may want to consider going cruelty free. Despite believing that being cruelty free creates more harmony in the world and that it is better for society as a whole, I don't wish to impose my views upon you or go all preachy. These are just some tips which may help you out if you're considering making the move over to the cruelty free side but are in denial. In an ideal world, everyone would be cruelty free, but that just isn't the case. Well, in an ideal world no one would have to be cruelty free because animal testing wouldn't exist...but hey ho. Whatever brands you choose to support is up to you but I wish to highlight the harsh reality of animal testing to you and to perhaps make you care a little more about what you're putting onto your face. 

1) Animals who are used in experiments suffer more than you think

The animals tested on are put into disgusting and completely inhumane conditions. They are confined to very small cages and the tests themselves have reprehensible ramifications. The tests aren't as simple or painless as you may think. They cause animals utmost distress and cause a great deal of pain. Painless animal testing does not exist! They leave animals blind, for example, when chemicals are dripped into rabbits' eyes, they leave them injured, some are subject to torture for a long time and some are even killed. Animals do not deserve to live a life of constant fear and pain.

2) There are better alternatives to animal testing out there

Thanks to the wonder that is technology, there are much better alternatives to animal testing out there, which makes you wonder why it is even still a thing. Companies may try to brainwash us and persuade us into thinking that animal testing is purposeful when, actually, the tests done on animals aren't necessary. Products are tested on animals to ensure their ingredients are safe enough for humans but this can be done through vitro testing, computer models and cultured cell tissues.

3) Animal testing is completely unnecessary!

Most brands test on animals by choice, not because it's compulsory in their country. Animal testing is only required by law in certain parts of the world, so why support brands which willingly test on animals when they do not need to? Plus, most ingredients used in products are safe for humans, it has been proven that thousands are okay for us to use on our skin. This means more ingredients do not need to be tested on animals and leaves you to wonder why companies are testing on animals and what they gain from it, besides profits.

4) Rats aren't the only animals tested on - dogs, cats, rabbits and guinea pigs can be affected too!

It's a common misconception that only rats are tested on when, actually, many different animals are tested on, some which you probably care deeply about. For example, dogs and cats are frequently used for experiments and, what with most of the world being either a dog or a cat devotee, I'm sure many more people would be cruelty free if they were aware of this.

5) Being cruelty free gives you chance to support smaller, independent, friendly brands

A lot of the big names test on animals so, by boycotting them, it gives you chance to support local, smaller businesses which are cruelty free and which are perhaps overshadowed by their non-cruelty free counterparts. A lot of small brands make beautiful products which are just as good as the expensive, tested on animals stuff. Just because it doesn't have a hefty price tag, doesn't mean it's rubbish! Give smaller brands a try because it's always good to support independent businesses and give them a fair chance to compete in the cosmetics industry.

6) Cruelty free products are actually better for YOU

Cruelty free products are less toxic, on average. The ingredients used by in products produced by cruelty free brands have a proven safety record, therefore, you’re way less likely to use a product that’s going to cause you harm and negative side effects. So, going cruelty free will not only benefit animals but you too! Think about is selfishly if you like.

7) Animals that are tested on are not protected against abuse 

According to the law, laboratory animals form a special category of animals. This means they are not protected against animal abuse and cruelty. This view is totally nonsensical. All animals are animals and laboratory animals deserve the same treatment as any other animal. Why shouldn't they be protected against abuse in the same way that our pets are? Why is a laboratory bunny any different from a bunny in a cage in your garden? They all ought to have the same rights.

8) Going cruelty free can save you money!

Again, think about it selfishly. A lot of cruelty free brands are inexpensive, which saves you money as you aren't splashing out on high end products. Many cruelty free brands can be found in your local high street store and their products won't break the bank, which means you can either buy more or save your money and spend it on something else! A lot of big brands wish to branch out into the cosmetics market in other countries which require animal testing, so they'll do what it takes to sell over there, but many small brands don't have those type of funds so remain lovely and cheap and cruelty free.

9) By boycotting brands which test on animals, you're helping to make a real difference

You may think that what you do doesn't matter. I know it seems like "Well, I'm only one person, what does it matter if I'm cruelty free or not?" But that's the wrong way to think. Imagine if everyone thought like that. By going cruelty free, you're joining an army of people who are sending out a positive message: Animal testing is wrong and companies should be using alternatives. Sadly, brands only care about money and so won't stop testing on animals until they see that their profits are decreasing because of it. So, by not giving them your cash, you're showing them that you don't wish to fund their animal testing and everyone's money adds up. Taking a small stand against animal testing will help shake the big brands who test unnecessarily and, hopefully, encourage them to go cruelty free.

10) Being cruelty free isn't just about buying products, it's about investing in values

What you buy says a lot about the type of values you hold as a person. By buying products from cruelty free brands, you're showing beauty on the inside as well as the outside and showing compassion for something other than your own species. Consciously choosing what you're buying based on a serious issue shows you have depth as a person and the ability to care for others. It also helps to create positivity around you and will make you feel better as a person, knowing you are supporting good causes. It really is empowering to know you're making a difference in the world by doing something so small.

Are you cruelty free? Are you considering going cruelty free?

Love, Emily :) xx