Why We’re So Proud to Be Part Of Cruelty-Free Beauty
At Indie + Mae, our hearts are sparkling with joy as we celebrate an exciting milestone. We are officially listed in the NZAVSCruelty-Free Guide, a recognition that reflects one of the values at the very core of our brand: kindness.
For us, this is much more than a badge or achievement.
It is a reminder of why we started creating natural skincare and self-care products in the first place. Every product we craft is designed to support moments of wellbeing, nurture healthy rituals, and encourage people to slow down and care for themselves. Just as importantly, we believe that beauty should never come at the expense of animals.
Being recognised by NZAVS reinforces our commitment to creating products that align with compassion, integrity, and conscious living.
What Does Cruelty-Free Beauty Mean?
The term "cruelty-free" is becoming increasingly common in the beauty industry, but not everyone fully understands what it means.
Cruelty-free beauty refers to products and ingredients that have not been tested on animals at any stage of development. This includes both the finished product and, where possible, the ingredients used within it.
For many consumers, cruelty-free beauty is an important part of making ethical purchasing decisions. It allows people to choose skincare, body care, and beauty products that align with their values while supporting brands that prioritise animal welfare.
At its heart, cruelty-free beauty is about recognising that effective skincare does not require animal testing. Advances in science and product development mean brands can create safe, high-quality products without causing harm to animals.
Why Cruelty-Free Beauty Matters
For us, cruelty-free beauty is not simply a trend.
It is a guiding principle that influences the choices we make every day.
When customers choose cruelty-free products, they are helping to support a growing movement that encourages more ethical standards across the beauty industry. Every purchase sends a message that compassion matters and that consumers care about how products are developed.
Choosing cruelty-free beauty can also create a deeper sense of connection to your self-care rituals.
There is something incredibly powerful about knowing that the products you use align with your values. The experience becomes about more than skincare. It becomes about making conscious choices that reflect kindness towards yourself, animals, and the wider world.
As more consumers seek transparency from the brands they support, cruelty-free beauty continues to play an important role in shaping a more ethical future for the industry.
What Is the NZAVS Cruelty-Free Guide?
The NZAVS Cruelty-Free Guide is one of New Zealand's most trusted resources for consumers looking to identify genuinely cruelty-free brands.
NZAVS (New Zealand Anti-Vivisection Society) advocates for the replacement of animal testing and provides information to help consumers make informed purchasing decisions.
The guide allows shoppers to easily discover brands that meet cruelty-free standards, making it easier to support businesses that share their commitment to animal welfare.
In a marketplace where product claims can sometimes be confusing, having a trusted independent guide provides valuable reassurance.
Rather than spending hours researching brands individually, consumers can use the guide as a reliable resource when making purchasing decisions.
That level of trust and transparency is something we deeply value, which is why we feel incredibly honoured to be included.
Why This Recognition Means So Much to Us
Indie + Mae was founded on the belief that self-care should be gentle, intentional, and aligned with nature.
From our carefully selected ingredients to our commitment to creating hormone-safe and non-toxic products, every decision is guided by a desire to support wellbeing without compromise.
Being listed in the NZAVS Cruelty-Free Guide confirms that our values extend beyond product performance.
It reflects our commitment to creating skincare and self-care products that honour both people and animals.
As a small New Zealand business, moments like this remind us that meaningful change often begins with small, intentional choices. Every product we create is an opportunity to contribute to a more compassionate approach to beauty.
Natural Skincare and Ethical Beauty
Many people who seek natural skincare are also interested in ethical beauty.
While natural ingredients and cruelty-free practices are not automatically the same thing, they often share a common philosophy: respect for people, animals, and the environment.
At Indie + Mae, we believe these values work beautifully together.
We carefully formulate our products using natural ingredients while remaining committed to cruelty-free principles. This allows our customers to enjoy products that feel good on their skin while also feeling confident about the choices they are making.
For conscious consumers, ethical beauty is about looking beyond the label and considering the broader impact of every purchase.
Our Ongoing Promise
Being recognised by NZAVS is not the finish line. It is an ongoing commitment.
We promise to continue creating products with care, transparency, and integrity. We will continue to prioritise kindness in our decision-making and remain dedicated to offering products that support wellbeing without compromising our values.
Every Indie + Mae creation begins with intention.
Whether it is a nourishing body butter, a luxurious body scrub, or a daily self-care essential, our goal is always the same: to help you create moments of calm and connection while making choices you can feel good about.
Let's Keep Shining Together
This recognition feels like a beautiful reminder that every choice matters.
When consumers choose cruelty-free beauty, they help support a future where kindness becomes the standard rather than the exception.
As a proudly cruelty-free New Zealand skincare brand, we are grateful to be part of that journey.
Thank you for supporting Indie + Mae and for helping us create a world where beauty, compassion, and conscious living can exist side by side.
Together, we can continue to let kindness ripple outward, softly, bravely, and beautifully.
