Cruelty-free. Vegan status varies by product.
Does Wet Brush test on animals?
No. Wet Brush is listed as cruelty-free by Leaping Bunny / Cruelty Free International or PETA. The sources are below.
- Vegan
- not yet confirmed
- Owner
- Beauty by Imagination
about Wet Brush
PETA lists Wet Brush (BBI) as cruelty-free. Owned by Beauty by Imagination (BBI), a haircare group backed by investment firm ACON Investments that also owns Goody, Bio Ionic and Ouidad. I couldn't find a statement on whether its products are vegan.
who owns who
sources
Cruelty-free
PETA: lists Wet Brush as cruelty-free (listed as "Wet Brush (BBI)")
Owner
BBI: homepage (Beauty by Imagination; Wet Brush, Goody, Bio Ionic, Ouidad) · BBI: About (Beauty by Imagination / ACON Investments LLC portfolio)
Know of a source? Let me know.
where to look in the UK
Search for Wet Brush at: Boots · Superdrug · Sephora UK
These are plain search links. I earn nothing from them, and not every shop stocks every brand.
Last updated 15 October 2026, checked against the source directory that day. Spotted something out of date? Let me know.