I grew up with Crest. The blue box lived under every sink in my house. It foams well. It whitens fast. And then I hit a wall: does Crest test on animals?
Here’s the thing—I care about that. I brush twice a day; I don’t want that routine to harm a rabbit in a lab. So I did what I always do with brands I use. I checked. I asked. I compared. And yes, I changed some habits.
The short answer
Crest isn’t considered cruelty-free. Their parent company, Procter & Gamble, says they don’t test on animals unless a government asks for it. That “unless” matters. Because some places still ask.
No Leaping Bunny logo on the box. No PETA cruelty-free bunny either. That’s a hint. Not the whole story, but a loud hint.
What I actually did
- I looked at my Crest 3D White box at home. No bunny logo anywhere.
- I searched PETA’s Beauty Without Bunnies and the Leaping Bunny database by name. Crest wasn’t listed as cruelty-free.
- I chatted with customer care. The rep gave me the standard line: they avoid animal tests but will do them if a law requires it. They also said P&G funds non-animal test methods. Helpful, but still a “maybe.”
- I checked shelves at Target and CVS. Brands with a bunny logo stood out right away. Crest didn’t have one.
- PETA’s own page for Crest clearly lists the brand among companies that do test on animals, confirming my findings.
You know what? The mix of all that told me enough.
Why it’s messy (but simple enough for me)
Rules vary by country. Some places used to require animal tests for certain products. Some still can require them, based on ingredients, claims, or paperwork. P&G keeps Crest in those markets. So their policy allows testing when a government says they must. For a deeper look at modern, non-animal testing techniques, you can read this quick primer from InvitroDerm, a lab that specializes in validated in-vitro methods.
So, is Crest cruelty-free? No. Not by common standards.
How Crest performed for me (because performance still matters)
- Whitening: Fast. I saw a shade or two in a week with 3D White.
- Taste and feel: Clean mint, good foam, no weird aftertaste.
- Tartar control: Solid. My dental cleanings were smooth.
That’s the hard part. It works. But the policy doesn’t work for me.
If you want toothpaste without animal testing
These are the ones I’ve actually used, and they made switching pretty easy:
- Hello (Leaping Bunny logo): Gentle, nice flavors, and no animal tests.
- Tom’s of Maine (check the box; most are cruelty-free): Simple formulas; some have fluoride, some don’t.
- David’s Natural Toothpaste: Metal tube, smooth mint, feels premium, no animal tests.
- Dr. Bronner’s All-One Toothpaste: Low foam, clean formula, cruelty-free.
Tip I use when I shop: I scan for the Leaping Bunny logo first. If it’s not there, I don’t overthink it. I just pick a brand that has it. For comparison, I also dug into how Colgate approaches the same issue—does Colgate test on animals?
A few real-life moments that nudged me
One night, I was brushing, reading the tiny print on my Crest tube (don’t judge). I caught myself hunting for the bunny that never shows up. Next morning, I grabbed Hello at the store. That switch stuck.
Later, I wrote Crest support with a simple question: “Do you test on animals?” The answer felt careful and polite… and still a no for me. They said they try to avoid it, but they follow laws in markets that ask for tests. It’s that middle lane. Some folks are fine with that. I wasn’t.
What I do now
- Daily: Hello fluoride mint.
- Travel: David’s mini tube in my bag.
- Whitening boost: I cut back on coffee, then use baking soda once a week with my regular paste (my hygienist is cool with that, but ask yours).
Do I miss Crest’s foam? A bit. Do I feel better at the sink? A lot. The same peace of mind carried over when I checked my skincare shelf—turns out Neutrogena’s animal-testing stance raised similar red flags for me.
Quick Q&A
- Is Crest cruelty-free? No. They’re not certified by Leaping Bunny or PETA as cruelty-free.
- Does Crest test on animals? Their parent company says they don’t—unless a law requires it. That still means testing can happen.
- Could this change? Maybe. Some countries now allow non-animal tests. P&G says they support those. If policies shift and Crest gets certified, I’ll rethink it.
- How do I check a brand fast? Look for the Leaping Bunny logo on the box. Then search the Leaping Bunny list or PETA’s Beauty Without Bunnies by brand name.
Final take
Crest works. It’s everywhere. But it’s not cruelty-free right now, and that matters to me. So I switched, and my teeth are fine—and honestly, my brain’s lighter, too. Small swap, big peace.
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