Cruelty-free, but its owner isn't.
Leaping Bunny certified and vegan itself. Bought by Unilever in April 2025, which isn't cruelty-free. Certified vegan by Vegan Society.
Does Wild test on animals?
Not itself, but its owner does. Wild is listed as cruelty-free, but Unilever tests on animals or sells where the law requires it. Regions on its listing: Europe.
- Vegan
- Vegan, certified by Vegan Society
- Owner
- Unilever
- Price
- ££
who owns who
kinder swaps
sources
Cruelty-free
Cruelty Free International: Wild in its Approved Brands directory (Leaping Bunny) · Unilever: its own animal testing policy
Vegan
Wild: its own page ("The Vegan Society trademark seal of approval")
Owner
Wild: its own page ("The Vegan Society trademark seal of approval")
Know of a source? Let me know.
where to look in the UK
Search for Wild at: Boots · Superdrug · Sephora UK
These are plain search links. I earn nothing from them, and not every shop stocks every brand.
Last updated 25 September 2026, checked against the source directory that day. Spotted something out of date? Let me know.