The short answer: Yes, New Directions Australia is cruelty free.
The long answer: From selling essential oils and raw materials, New Directions Australia has expanded its line to manufacture all-natural hair care, botanical skin care, and mineral makeup. It is also known for providing custom-made packaging solutions for beauty and well-being products.
The brand shares its business ethos on its website, stating: “New Directions uses primarily natural and organic materials, and has taken great care and time to create a business environment that is ecologically sound. It constantly looks for new ways to extend environmental science and technology to provide greener, healthier products, and offers many that are assessed and approved by the most respected ecological testing organizations in Australia.”
New Directions Australia is also a certified animal-friendly brand. The company shares, “New Directions does not use products and/or ingredients that have been tested on animals. We believe that testing cosmetics on animals is unethical, unnecessary, and that should be banned. We are accredited with Choose Cruelty Free which enables customers to purchase our skincare products with confidence knowing they have not been tested on animals.”