Omiana challenges surface-level cruelty-free claims by rejecting animal testing across its supply chain and avoiding certification shortcuts. Embracing full ingredient transparency and its Mission: Omission values, the brand prioritizes ethical, sensitive-skin-safe makeup while urging customers to ask questions and shop more consciously.
Laguna Beach, CA — November 26, 2025 — Omiana, the clean beauty brand trusted by sensitive skin users, is calling out the industry’s misuse of “cruelty-free” and reaffirming its ethical commitment to ingredient integrity and transparency.
“At Omiana, cruelty-free isn’t a marketing slogan. It’s part of our DNA,” said Miche Klammer, Managing Director at Omiana. “Our customers care about how products are made and what’s in them. That’s why we don’t test on animals, we vet our supply chain, and we omit unnecessary additives.”
The brand’s cruelty-free approach reflects its broader Mission: Omission philosophy—leaving out controversial ingredients like talc, titanium dioxide, carmine, and synthetic preservatives wherever possible. But Omiana goes further, pushing for consumer education around what cruelty-free actually entails.
Not All Cruelty-Free Claims Are Equal
Many brands define cruelty-free as “no animal testing on finished products.” But Omiana points out this doesn’t cover suppliers, raw material testing, or historical data tied to animal research. Without full supply chain transparency, cruelty-free claims can be misleading.
“Choosing cruelty-free should also mean ingredient awareness,” Klammer explained. “Especially for people with sensitive skin, what’s left out is just as important as what’s included.”
Clean, Conscience-Driven Formulas
Omiana’s products don’t just skip animal testing—they’re also formulated for people who react to conventional beauty products. The brand’s lineup of skincare and makeup avoids harsh synthetics, mica, parabens, and artificial dyes, opting instead for low-hazard, skin-safe ingredients.
No Gimmicks, Just Standards
As clean and cruelty-free labels flood the market, Omiana separates itself by treating both as real standards—not buzzwords. The brand encourages customers to read labels, ask questions, and demand transparency from every product they use.
Omiana’s full range—from foundation and mascara to skincare and vegan brushes—is designed to be as gentle on the skin as it is on the conscience.
To explore Omiana’s cruelty-free and ingredient-conscious products, visit www.omiana.com. Omiana City: Laguna Beach Address: 1968 South Coast Highway Website: https://www.omiana.com