Realness of Beauty was born from the clear desire of making a positive impact on this world: you may think is a big responsibility to say so, or simply a beautiful dream. We believe we are what we choose to be and everyone of us can make a difference, even if a small one.
Not Cruelty-free is so UnCool.
We are serious about what we do.
We only endorse brands which are certified by organizations with a strict policy and a cut-off date, such as the Leaping Bunny, Naturewatch Foundation or ICEA.
This will make sure that all certified brands will not use any new ingredient after a certain date, which might have been tested on animals for other purposes than the cosmetic industry (this is still possible according to EU regulations)
We are a small team with a heart full of passion
for what we do.
We are beauty-addicted and animal lovers
with an ethical mind.
"I went vegan seven years ago. Back then I had no idea how much this would have later changed all my purchasing habits when it came
to my biggest passion: the beauty world.
I had to switch from using high end products, often tested on animals, to buying vegan and cruelty-free ones. This wasn’t easy.
Gathering trustworthy information and understanding what cruelty-free really means or what certifications to look for, was a long process.
Finding good alternatives that were both cruelty-free and vegan always took me hours of researching, cruelty-free brands
do not often tell you which products are vegan and viceversa, not all vegan products are cruelty-free.
When the research for one brand was over, I needed to start with another one, moving from one website to the other and having
to gather my products from many different sellers.
Knowing how frustrating this can be, I have decided to put up a space, where people can easily find what they are looking for,
choose the right product and enjoy buying cruelty-free and vegan among the best brands.
Shopping consciously while having fun has never been as easy and cool as now”
Floriana Cutrona, Realness of Beauty Founder & CEO