In the animal rights movement, cruelty-free is a label for products or activities that do not harm or kill animals anywhere in the world. Products tested on animals or made from animals are not considered cruelty-free, since these tests are often painful and cause the suffering and death of millions of animals every year.^{[needs update]}

The term cruelty-free was first used in this way by Lady Dowding who persuaded manufacturers of fake furs to use the label Beauty Without Cruelty and went on to found the charity Beauty Without Cruelty in 1959. The term was popularised in the US in the 1970s by Marcia Pearson who founded the group Fashion With Compassion. Then, in 1998, the United Kingdom started a trend by banning all testing on animals. Many other countries followed their lead soon after.

In 1957 Charles Hume and W. M. S. Russell introduced the concept of the three R's in their book Principles of Humane Experimental Technique. These techniques to reduce animals used in tests and their suffering include: replacement (eliminate an animal test altogether), reduction (fewer animals used in test by using statistical analysis) and refinement (making tests less painful).

In 1991 the European Center for the Validation of Alternative Methods (ECVAM) was established "to promote the scientific and regulatory acceptance of alternative methods which are important to the biosciences and which reduce, refine or replace the use of laboratory animals." Once the ECVAM's Scientific Advisory Committee approves a test it must be used under the Animal Protection Act, which does not allow the use of animals when an alternative exists.

In 2012, British Union for the Abolition of Vivisection joined forces with New England Anti-Vivisection Society and the European Coalition to End Animal Experiments to create an international organization to campaign against animal testing. BUAV supporter Ricky Gervais announced the campaign—now considered a deciding factor in the European decision to ban animal testing for personal-care products. Although companies can still use animal testing in countries outside Europe, such as China, which requires animal testing on all imported cosmetics - Note that China now has new legislation in place under CSAR which details methods to enter the Chinese cosmetic market without the need for animal testing. The Leaping Bunny applies to a company's global market, and does not certify product that use animal testing anywhere in the world.

Animals such as rabbits, rats, mice, and guinea pigs are sometimes forced to eat or inhale substances, or have a cosmetic ingredient rubbed onto their shaved skin, eyes or ears every day for 28 or 90 days to see if they have an allergic reaction. Then they are killed and cut open to examine the effects the ingredient has on internal organs. These tests are also done with pregnant animals who, after much suffering, are killed along with the fetus. In more prolonged carcinogen tests, rats are force-fed a cosmetic ingredient over two years, monitored for cancer, and then killed.

“Typically a young rabbit is tightly constrained in a box so that he is unable to move... Clips sometimes hold his eyelids open. Anesthesia is not generally administered. A researcher applies a concentrated substance to the outer layer of the eye and observes over a span days or weeks for responses such as blindness, bleeding, hemorrhaging and ulceration. At the end, the rabbits are generally killed.”

— Megan Erin Gallagher