Clean Brands

Is The 7 Virtues a Clean Brand? Investigating Their Cruelty-Free and Vegan Claims

4 Mins read

The beauty industry has witnessed a significant shift towards cruelty-free and vegan products in recent years, and The 7 Virtues is one brand that claims to align with these ethical standards. Known for their fragrances, the Canadian brand asserts that it produces clean, cruelty-free, and vegan products, a strategy that appeals to the increasing number of consumers seeking transparency from their beauty brands. But are these claims legitimate? This article delves into the matter, scrutinizing The 7 Virtues’ ethical stance, cruelty-free and vegan claims, and comparing it with other brands in the market.

Founded by Barb Stegemann in 2009, The 7 Virtues has positioned itself as an ethical beauty brand, championing empowerment, sustainability, and fair-trade practices. Their fragrances are sourced from countries like Afghanistan, Haiti, and Rwanda, providing a livelihood to farmers in these regions. The brand prides itself on its commitment to producing high-quality products without compromising on ethical standards.

However, in an industry where greenwashing is increasingly common, many brands tout ethical practices without necessarily living up to these claims. As a consumer, it is essential to look beneath the marketing rhetoric and investigate whether brands like The 7 Virtues genuinely adhere to their professed ethical stance.

A Look into The 7 Virtues’ Brand Ethics

The 7 Virtues claims a robust ethical stance, with a dedication to transparency, sustainability, and empowerment at its core. The brand sources its ingredients from farmers in countries recovering from war or strife, providing them with a sustainable income. This approach not only promotes economic development but also supports peacebuilding efforts.

Furthermore, The 7 Virtues is committed to producing products that are free from harmful chemicals. Their fragrances are said to be free from parabens, phthalates, and synthetic dyes, aligning with the principles of clean beauty. They also claim to use organic alcohol derived from corn, which is a renewable resource.

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Lastly, the brand’s packaging follows environmentally friendly principles. The fragrances come in recyclable packaging, and the brand encourages customers to recycle their used perfume bottles. This commitment to sustainability aligns with the growing consumer demand for eco-friendly beauty brands.

Are The 7 Virtues’ Products Cruelty-Free?

One of the significant claims made by The 7 Virtues is that their products are cruelty-free, implying that they do not conduct or commission animal testing on their products or ingredients. For many consumers, this is a non-negotiable prerequisite for any beauty purchase.

The 7 Virtues is certified as cruelty-free by Leaping Bunny, one of the most stringent certifications for cruelty-free products. Leaping Bunny requires that brands provide a supplier monitoring system to verify that all ingredients are sourced in a cruelty-free manner.

Additionally, The 7 Virtues does not sell its products in countries where animal testing is mandatory, such as China. This further demonstrates their commitment to cruelty-free practices, as selling in these markets would require them to permit animal testing.

Exploring The 7 Virtues’ Vegan Claims

In addition to being cruelty-free, The 7 Virtues also claims that their products are vegan. This means that their products contain no animal-derived ingredients, including honey, beeswax, lanolin, collagen, albumen, carmine, cholesterol, and gelatin.

For a product to be genuinely vegan, it must also ensure that no animals were harmed or used in the production process. It’s worth noting that a product can be cruelty-free (not tested on animals) without being vegan (free of animal-derived ingredients).

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While The 7 Virtues does not carry explicit vegan certification, the brand maintains that their fragrances are 100% vegan. Without third-party certification, we must take the brand at its word. However, their transparency and commitment to cruelty-free practices add credibility to this claim.

Testing and Certification: The 7 Virtues’ Transparency

Transparency in a brand’s production and testing processes provides the necessary assurance to consumers about the veracity of the brand’s ethical claims. The 7 Virtues exhibits this transparency in several ways.

As mentioned earlier, the brand is certified cruelty-free by the Leaping Bunny program. This certification requires regular audits and has a zero-tolerance policy for animal testing, providing strong assurance of The 7 Virtues’ cruelty-free status.

Additionally, the brand is very open about their sourcing and manufacturing processes. They clearly state where they source their ingredients from and provide information about the farmers they work with. This high level of transparency adds credibility to The 7 Virtues’ ethical claims.

The Impact of Consumer Demand on The 7 Virtues’ Practices

Consumers are becoming increasingly discerning in their beauty purchases, prioritizing not just product efficacy but also ethical considerations. This consumer demand has undoubtedly influenced The 7 Virtues’ practices.

By offering cruelty-free, vegan, and sustainably sourced products, The 7 Virtues is meeting the growing demand for clean and ethical beauty products. The brand’s commitment to transparency, seen in their clear communication about sourcing and manufacturing processes, is a response to consumers’ desire for accountability from their beauty brands.

Moreover, The 7 Virtues’ business model, which supports economic development in war-torn regions, illustrates how consumer demand can influence brands to adopt practices that go beyond the product itself, contributing to broader social impact.

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Comparison: The 7 Virtues vs Other Brands in the Market

Comparing The 7 Virtues with other brands in the market further highlights their commitment to clean and ethical beauty. While many beauty brands claim to be cruelty-free or vegan, few are as transparent or as committed to broader social impact as The 7 Virtues.

Brands such as Chloé and Marc Jacobs also offer vegan and cruelty-free fragrances but do not provide the same level of transparency as The 7 Virtues. Neither brand provides detailed information about their sourcing or manufacturing processes, making it harder for consumers to substantiate their ethical claims.

Moreover, few beauty brands are actively contributing to social impact in the way The 7 Virtues does. The brand’s commitment to supporting farmers in war-torn regions sets it apart from many other brands in the market.

Conclusion: Assessing The 7 Virtues’ Commitment to Clean Beauty

Based on the evidence, it appears that The 7 Virtues does indeed live up to its claims of being a clean, cruelty-free, and vegan brand. Their commitment to transparency, proven by their Leaping Bunny certification and openness about sourcing and manufacturing processes, adds credibility to these claims.

Furthermore, The 7 Virtues’ practices go beyond the product itself. By sourcing their ingredients from war-torn regions, they contribute to economic development and peacebuilding efforts. In this way, they demonstrate that beauty brands can make a significant social impact.

So, if you’re looking for a fragrance brand that aligns with ethical and clean beauty standards, The 7 Virtues might just be the right choice for you. It’s a brand that smells good and does good – a combination that’s hard to resist.