The scene is a sunny seashore where dozens of baby sea turtles are struggling toward the surf.   A few are reaching the water, but many are being attacked and eaten by a growing gang of hovering seagulls.  Down on the sand, a child is gently picking the baby turtles up and helping them to the safety of the seawater.  A passerby sees what the child is doing, quickly calculates the overwhelming odds and calls out, “You’ll never save them all – why even try?”  The child holding a struggling turtle in his hands calls back, “Because it matters to this one…”

Because it Matters.  Those three words summarize the spirit of Cruelty Free Consumer.  As consumers, our choices have consequences – and by choosing products free of animal testing you are making a choice that matters.  Rest assured that ever one of the brands we offer has been certified Cruelty-Free by our friends at Leaping Bunny, an organization dedicated to certifying that products that claim to be cruelty free are actually cruelty free.  (Learn more at LeapingBunny.org)

Our goal and vision is to create a place where shoppers can make conscientious consumer choices while supporting companies that refuse to participate in animal testing.  In addition we hope you learn something new along the way AND know that when you shop here we donate back to rescue organizations, shelters and the people that help these organizations continue to be able to do what they do!  We think you’ll be surprised at how many cruelty free brands/products are available in the marketplace today and we are always adding more!  Please enjoy shopping with us  – Remember we always give back!

Thank you for making choices that matter.

Julie Kirk

Founder & CEO, Cruelty Free Consumer.com