Conscious Bunny: Making Cruelty-Free Beauty Clear, Honest, and Accessible

In a world where “cruelty-free,” “vegan,” “clean,” as well as terms like “natural” and “organic” are used more than ever, it has become increasingly difficult for consumers to understand what is truly ethical — and what is simply marketing.

That’s exactly where Conscious Bunny comes in.

We are delighted to chat with Simone de Vlaming the Founder of Conscious Bunny - a platform dedicated to helping people make informed, conscious beauty choices through transparency, education, and trust. What started as a personal journey has grown into a trusted resource for consumers seeking clarity in an often confusing industry.

Super to chat with you Simone - so tell us why was Conscious Bunny created?

"Like many conscious consumers, I found myself questioning brand claims and struggled to find clear, reliable information. Which brands are truly cruelty-free? What does “vegan” actually mean in beauty? Does a company genuinely care about the environment? And how can you shop in a way that truly aligns with your values?

As a result, Simone began researching extensively — diving into ingredients, animal testing policies, vegan formulations, and the broader practices and values of beauty brands. What started as a personal need for clarity quickly evolved into something more.

Since she was already doing the research, she found herself asking: why not share it?

That idea became the foundation of Conscious Bunny. While it initially served as a personal guide, it soon became clear that many others were searching for the same answers. Conscious consumers are not just looking for quick claims — they want information they can genuinely trust.

What Makes Conscious Bunny Different?

Rather than relying on surface-level claims, Conscious Bunny focuses on deeper verification and transparency. Brands are researched thoroughly, and information is presented in a way that is clear and accessible, without oversimplifying the reality.

The goal is clarity and transparency. Consumers deserve to understand what they are supporting and brands deserve a platform that values honesty over perfection. At the same time, Conscious Bunny is not about judgment.

Some brands may focus primarily on cruelty-free status, while others place more emphasis on environmental impact or ingredient safety. Conscious Bunny respects these differences and aims to provide clear, reliable information so individuals can make choices that align with their own values.

Simone... what goes on behind the scenes?

"Approving brands is not a quick or automated process. It involves in-depth research, reviewing brand statements and policies, and ensuring that claims align with reality. While some brands are transparent and readily share information, this is not always the case. In many situations, direct outreach is necessary.

This process can be time-consuming. Especially when brands fall into a grey area, it often requires multiple follow-ups and ongoing communication to obtain clear answers. In some cases, responses remain incomplete — or never arrive at all.

This highlights an important reality: transparency is still a challenge within the beauty industry.

So what should consumers look out for?

"For consumers trying to shop more consciously, it’s essential to look beyond marketing terms. Words like “clean” and “natural” are not regulated, and even “cruelty-free” can be unclear depending on the context.

There are also important grey areas to be aware of. For example, a brand may not test on animals itself, but could still source ingredients from suppliers that do, or rely on third-party testing.

This is exactly why education and transparency matter — and why Conscious Bunny exists: to help consumers navigate these complexities with greater confidence.

Looking Ahead

Conscious Bunny continues to grow as both a resource and a platform, with the goal of making conscious beauty more accessible, less overwhelming, and more trustworthy — for everyone.

If you're interested in learning more about cruelty-free, vegan, clean, and conscious beauty, you can explore everything on Conscious Bunny.

Simone adds ...

"If you have any questions about brands or conscious beauty in general, you're always welcome to reach out — I am more than happy to help.

For brands that are looking to build trust and transparency, Conscious Bunny also offers opportunities to connect, collaborate, and become part of a more conscious beauty space. Whether you have questions, are interested in partnerships, or want to learn more about the accreditation process, you’re warmly invited to get in touch.

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Great chatting with you Simone - thank you for your amazing work!

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