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It can be really difficult to identify which products are cruelty free as different answers are all over the internet. One of the best ways to know is to look at the Leaping Bunny list.
The Leaping Bunny organization is a group of companies that set a standard of Cruelty Free. They developed the leaping bunny logo as something companies can choose to put on their product to help consumers know if they are buying a cruelty free product. However, not all CF companies have this logo on their product.
I hate walking through stores and seeing new brands that I have no idea about. To help with this, you can download and print out this shopping guide: http://www.leapingbunny.org/images/cciclist.pdf
Not every CF brand is listed, but it`s a darn good start!
Leaping Bunny is a great site for all your Cruelty Free needs!