I’ve used Colgate since I was a kid—blue gel, mint foam, the whole deal. (If you want the blow-by-blow of my full bathroom-shelf investigation, it’s all in this dedicated review.) My husband still keeps the big family size under the sink. But a few months back, my niece asked me, “Is it cruelty-free?” That stuck. So I did what I always do: I read boxes, I wrote to the company, and I tried a few swaps at home.
Here’s what I found, plain and simple.
The short answer
Yes, Colgate-Palmolive allows animal testing when it’s required by law. Because of that, Colgate isn’t considered cruelty-free by major groups. Their official stance can be found in the company’s Commitment to Animal Welfare policy, where they outline efforts to replace animal tests whenever possible and the limited circumstances in which they still permit them.
That’s the headline. Now let me show you how I got there.
What I checked myself
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I pulled three tubes from our house: Colgate Total, a whitening one in the red box, and the kids’ bubble-mint. None had the Leaping Bunny logo or a cruelty-free mark on the box. Not even tiny fine print.
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I opened a chat with Colgate’s customer care (February this year). The rep shared their standard line: they don’t test on animals unless a regulator requires it. That usually means certain countries and certain products.
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I compared boxes at Target. Tom’s of Maine and Hello (both owned by Colgate, funny enough) had the bunny logo printed right there—Tom’s is even highlighted on PETA’s cruelty-free company list as a brand that avoids animal testing entirely. The regular Colgate ones didn’t. Easy visual tell.
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I looked at PETA and Leaping Bunny lists. Colgate-Palmolive wasn’t listed as cruelty-free. Their sister brands, Hello and Tom’s of Maine, were.
You know what? It’s a little messy. Big company, many lines, many rules. But the pattern holds.
Wait—what does “required by law” even mean?
Here’s the thing. Some countries still ask for animal tests for certain items, or they keep that door open. Rules have improved in recent years, especially for “general” cosmetics, but there are edge cases—special-use items, older formulas, or post-market checks. The same loophole pops up when you look at big skincare lines like Neutrogena and Laneige; both brands say they avoid testing but still permit it under specific legal demands.
When a company says “we don’t test unless required by law,” it means they allow it when a government asks. So they aren’t cruelty-free by most standards, even if they’re funding non-animal methods (which Colgate says they do).
Short version: it’s not zero. If you want a clear, science-based look at how brands can skip animal testing altogether, InVitroDerm offers a solid primer on modern in-vitro alternatives.
Real life at my sink: what I swapped and how it felt
I didn’t toss everything at once. I tried a slow swap, one tube at a time.
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For me: Hello’s fluoride mint gel. The foam is lighter than Colgate, but my mouth still feels clean. Taste is fresh, not sweet. Leaping Bunny logo on the back. I like the cap—less gunk buildup.
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For my husband: Tom’s of Maine Clean Mint. He likes a stronger mint hit. It’s a bit saltier, kind of that baking-soda vibe. He complained on day one, then stopped noticing by day three. Classic.
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For the kids: Hello Kids Watermelon. Huge win. No battle at bedtime. It’s not a candy bomb, but it’s fun. Also marked cruelty-free, which helps my niece sleep at night—and me too.
One odd note: switching from a big-foam paste to a medium-foam paste feels weird for a week. That’s normal. Foam doesn’t equal clean; it’s just chemistry and air.
Vegan vs cruelty-free (quick heads-up)
- Cruelty-free: no animal testing, including by suppliers, and no testing where the law demands it.
- Vegan: no animal-derived ingredients.
A product can be vegan and still not be cruelty-free, or the other way around. Labels matter. I know, it’s fussy. But it helps.
So…does Colgate test on animals?
Colgate-Palmolive says they don’t test except when required by law. Because they sell in places that may still ask for it (for certain products or situations), they’re not considered cruelty-free by major certifiers. That’s why you won’t see the bunny on standard Colgate toothpaste.
Do they support non-animal science? Yes, they say they do. Is it enough for a cruelty-free badge? Not yet.
If you want a cruelty-free toothpaste today
These are the ones I’ve used and kept:
- Hello (my daily) — lighter foam, clean mint, Leaping Bunny logo.
- Tom’s of Maine — stronger mint, more “classic toothpaste” feel, cruelty-free noted.
- Dr. Bronner’s All-One Toothpaste — low foam, simple formula; great if you like fewer ingredients.
Tip from my cabinet: switch your brush head more often when trying a new paste. It cuts that “this feels different” thing in half.
Another avenue for sourcing cruelty-free hygiene staples—especially if you live in a small town—is the growing world of online classifieds. Independent makers often skip big-box distribution and post their products on Backpage-style sites. For a quick primer on where to browse safely, the detailed Backpage alternative guide lays out the most reputable platforms and shows you how to filter listings for eco-friendly, animal-kind options, helping you snag toothpaste and other essentials without compromising your ethics.
On the topic of niche directories, you’ll notice that some mapping sites focus on completely different needs—from vegan cafés to wellness spas—and offer hyper-local user reviews before you try a place. Maryland locals, for example, sometimes consult the crowd-sourced listings on Rubmaps Hyattsville to get an unfiltered sense of service quality at nearby massage parlors, giving you insider details that can save time (and money) before booking.
Little things that helped me choose
- Look for the Leaping Bunny logo on the box. Quick yes/no.
- Read the FAQ or call customer care. If you see “unless required by law,” that’s your clue.
- Give your mouth one week to adjust. Teeth are fussy; habits are fussier.
My bottom line
I still like how Colgate cleans. I grew up on it. But I want no animal testing—full stop. Since Colgate allows it when the law asks, I switched our home to cruelty-free lines. Hello for me. Tom’s for my guy. Watermelon for the kids. Easy enough.
Would I go back if Colgate went fully cruelty-free? Honestly, yes. I’d try it in a heartbeat.
Until then, I’ll keep the bunny on my box.