Victoria’s Secret is No Longer Cruelty Free

Victoria's Secret is No Longer Cruelty Free

Recently, I discovered that retail giant Victoria’s Secret is no longer a cruelty free brand. They have an expanding beauty line that includes perfume, lotion, hair care, skin care, and cosmetics. For many years the brand has been cruelty free.

As readers of Logical Harmony know, I check back frequently with brands on a regular basis. On a recent check with Victoria’s Secret they answered my usual questions with no issue and checked out as being cruelty free. Logical Harmony reader Eliana however, received a different response than I had and brought this to my attention. Inconsistent responses from brands always put me on edge, and this prompted me to follow up with the brand quickly.

According to the new published stance on animal testing, Victoria’s Secret now tests on animals “when required by government regulations”.

You can read their full published stance here –

Thank you for taking the time to contact us. I understand your concern for the materials used in the production of our products. It is my privilege to respond to you personally.

As you know, L Brands is a cruelty-free company.  We have confirmed with our production team that the contents of our beauty products are acquired through humane means that do not cause harm to the animal.  

L Brands policy prohibits the testing of our branded products, formulations and ingredients on animals except in rare cases when required by government regulations. Through our involvement in the Institute For In Vitro Sciences, we are supporting research to develop additional non-animal alternative methods which we believe will ultimately result in the elimination of animal testing worldwide.

Tashina, thank you for your interest in our fabulous beauty products. If there is anything else with which we can further assist you, please be sure to call or email us at any time.

By L Brands, they are referring to Limited Brands, which is their parent company.

After their animal testing stance was updated, I did speak to the Marketing Director of L Brands. I was told that they do have plans to open Victoria’s Secret locations in China in 2015. They are aware that this would mean that the beauty products would be required to be tested on animals and have updated the brands animal testing stance to prepare for this change in the business.

I am sad to hear about this decision from Victoria’s Secret. For a long time they have had many vegan beauty options available. They were also a cruelty free brand that was easily accessible to many consumers who wanted cruelty free options.

Image credit: WikiCommons


  1. I am so sad to hear this. Victoria’s Secret is my absolute favorite store! I have always thought that they were a cruelty free company. I guess I’ll have to find another store to take my money. It really DOESN’T pay to test on animals!!!!!!! Bye-Bye VS! What a shame. 🙁

  2. I’ve emailed VS customer service that I while I have been a loyal customer for years, I will not be purchasing products from them again, I will be canceling my account, and I will urge my family and friends to do the same. Animal testing is cruel and not legally mandated for most beauty and household products.

    1. Pink is part of limited brands as it is a baby store to Victorias secret. L brand includes PINK, Bath and Body Works, Victoria’s Secret, La Senza and Henri Bendel.

  3. Disgusting what VS has done to make more $$$! I feel lied to! I recently purchased a perfume and there is a notation on the back stating “not tested on animals”. People need to be made aware now that VS are NO angels!! Money grubbing animal torturers!

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