Is Not Your Mother’s Cruelty-Free?

There has been some confusion on whether or not Not Your Mother’s is a 100% cruelty-free brand. They are not privately owned so it is important to double check that their parent company is cruelty-free as well. Not Your Mother’s hair care products can be found at various department stores and Ulta.

I have reached out to Not Your Mother’s several times and never heard a response, so I contacted their parent company DeMert Brands to see if they would reply to the following questions:

Hi Not Your Mother’s,

My name is Stephanie from Free The Bunnies, one of the top cruelty free resources that my audience can trust and align with. Would you be willing to discuss your brand’s cruelty free status with me by answering the following questions? I would love to add Not Your Mother’s to my cruelty-free database!

1. Does the brand test your products on animals at any point in production?

2. Are the brand’s ingredients tested on animals? How do you verify this?

3. Does the brand outsource any animal testing to a third party?

4. Is the brand sold in countries that require animal testing by law, either by the brand or through distributors?

5. Is the brand owned by a parent company? If so, please state who.

I’m sorry to bombard you with questions, but I am hoping for a complete honest response to these questions

Thank you so much and I look forward to hearing your response.

DeMert Brands did respond with direct answers to each one of these questions:

Hi Stephanie,

We are more than happy to answer your questions! We appreciate you reaching out regarding this. See my answers below:

1. No we do not
2. No they are not, we work very closely with all of our suppliers and would never work with anyone who does so
3. No we do not
4. No, and that’s why you will never find our products in China
5. The Not Your Mother’s brand is owned by DeMert Brands, there are other small brands within it, but NYM is the largest / most well known

 

Let me know if there is anything else I can answer for you!

My understanding is that this refers to NYM, so I needed to find out the same information bout DeMert Brands as well.

Mia,

Great, thank you. So the answers apply to DeMert Brands as well as NYM in terms of cruelty free practices? That would mean that neither DeMert Brands nor NYM condones in any animal testing as outlined in the questions I asked below, correct? Please confirm.

I try to be as detailed as possible with brands, so I apologize if this appears redundant. It’s very important for me to cover all bases before announcing a brand is cruelty-free to my audience.

Thanks again,

Stephanie

I answered all the questions regarding DeMert as a whole 🙂

Since NYM is under DeMert, those answers apply to all the brands under DeMert.

1. DeMert Heritage
2. Develop 10
3. Hi Pro Pac
4. Nail Enamel Dryer
5. Professional
6. Roberts Research Laboratories
7. Wig & Weave

NYM and all other brands will now be listed on The Ultimate Guide: Cruelty-Free Beauty Brands (2019) list. You can now also find NYM on the Target, Ulta and Walmart cruelty-free shopping guides.

Be sure to follow us on Facebook, Instagram and Pinterest as well us subscribe to our newsletter for the latest cruelty-free beauty updates.

XO, Stephanie

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