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.

At Realness of Beauty you will find the best selection of certified cruelty-free and vegan-friendly beauty brands. You can choose among hundreds of products and shop without having to deal with post-purchase guilt. We have done the whole research for you, so that you can shop vegan and cruelty-free not even thinking about it.
You will be part of a community that cares: with our blog and newsletter we will inspire you with the latest trends and news from the cruelty-free and vegan beauty world.


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.





  Meet Floriana 

 "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