2025 Cruelty-Free Awards: Celebrating the Ethical Beauty That Is Transforming the Industry

The Cruelty-Free Awards recognize brands that are driving change in the cosmetics industry toward a more ethical, sustainable, and cruelty-free model. This initiative aims to highlight companies committed to conscious beauty, encouraging people to educate themselves, make responsible choices, and be part of a transformation that puts respect for animals at the center.

Conscious beauty is gaining more and more traction, momentum, and prominence. In this context, Te Protejo presents the first edition of the Cruelty-Free Awards, an initiative that seeks to highlight and recognize brands committed to responsible, ethical, and cruelty-free cosmetics.

Through this initiative, the organization highlights the work of brands that are transforming the local market by promoting practices that are more transparent and aligned with a community that understands the power of making informed and conscious choices.

Four categories that reflect a new approach to cosmetics

The 2025 Cruelty-Free Awards feature four categories that recognize different aspects of ethical and sustainable commitment within the industry:

-Sustainability: Recognizes products that help reduce their environmental footprint, whether through their management practices, packaging, raw materials, or the traceability of their ingredients.

-Innovation: Recognizes creative proposals that promote a more socially responsible cosmetics industry aligned with today's challenges.

-Plant-Based: highlights formulations free of animal-derived ingredients, aimed at more ethical consumption.

-People's Choice: an open voting category in which the community can choose the product that best represents their values.

“The 2025 Cruelty-Free Awards invite you to discover, appreciate, and connect with brands that are making a difference. This initiative celebrates the transformation toward an industry that is more respectful of animals and the planet,” says Yolanda López, Corporate Director of Te Protejo.

Expert Review and Industry Input

The nominated products were evaluated through a rigorous technical process, based on the criteria of a jury composed of experts in industry, sustainability, and ethical entrepreneurship. The panel consisted of Andrea Lagos, Claudio Ross, Ignacia Uribe, Janete Salcedo, Lucía Martínez, Mehilin Velasquez, Paula Bengolea, Pedro Alarcón, and Tamara Ortega.

The winning products were announced on November 28, during an event that recognized the brands for their commitment to ethical, cruelty-free cosmetics. In addition to this recognition, the brands gained visibility through digital platforms and promotional channels associated with Te Protejo.

The initiative was sponsored by Salcobrand, Preunic, Farmacias Ahumada, and DBS Beauty Store—national retail companies that joined forces to promote a more ethical and responsible industry. Their participation strengthened the initiative’s reach and advanced the move toward a more conscious market.

Through Te Protejo, this initiative highlighted those who challenge the status quo, as well as brands that innovate with ethics in mind and people who choose to consume with a purpose. Beyond recognizing cruelty-free cosmetics, the awards reflected an ongoing cultural shift, in which compassion and sustainability are emerging as new standards within the industry.

For more information about this year's awards and the results, please visit the awards' official website.

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