well people uses cruelty-free or “not tested on animals” language. Owner, parent, and testing-market flags are clear in this catalogue. Product owner: e.l.f. Beauty. Parent company: e.l.f. Beauty.
Clean colour brand under e.l.f. Beauty, marketed as vegan and cruelty-free.
Owner: e.l.f. Beauty. Parent: e.l.f. Beauty.