The short answer: No, Crest is not cruelty free.
The long answer: Created by the American multinational corporation Procter & Gamble, Crest is a brand that sells oral hygiene products. It began selling toothpaste with the name Fluoristan back in 1954, and soon expanded its brand to make and distribute toothbrush, mouthwash, dental floss, and tooth whitening strips.
There is no mention of animal testing on Crest’s official US website. On the P&G website, Crest’s parent company states that they have “invested in non-animal test method development for decades, and is also a founding sponsor and has been a leading presenter at every World Congress on non-animal test methods to date—involving thousands of scientists, regulators, and policy makers. We continue to partner with leading international animal welfare organizations, academia, industry coalitions, and policy makers to promote alternatives to animal testing and gain their regulatory acceptance. Together, we have achieved a lot. We stopped animal testing our cosmetics products many years ago. In fact, P&G no longer animal tests any consumer product unless required by law and we are committed to make animal testing obsolete.”
The phrase “unless required by law” is concerning because it means the company has to comply with a country’s rules and regulations before their products can be sold there. This pertains to China, where Crest and other P&G brands (such as Head & Shoulders, Olay, and Pantene) are being sold. This is a country known for conducting tests on animals before and possibly after a product gets released in the market. With these facts, Crest cannot be considered 100% cruelty free.