In recent years, the growing interest in ethical and sustainable practices has driven the demand for cosmetic products that prioritize animal welfare. This study aimed to explore consumer attitudes toward cruelty free cosmetics and how this positioning influences their purchasing decisions. Through a quantitative survey with a non-probabilistic sample, the research investigated consumer attitudes toward cruelty free brands and products, as well as the factors influencing their purchase intentions. Among the findings, the study highlights consumers strong interest in ethical practices, the importance attributed to quality as a key factor in purchasing decisions, and the willingness of a significant portion of respondents to pay more or switch brands for certified cruelty free products. However, the results also pointed to the need to strengthen communication about cruelty free practices and certifications, particularly to clarify their connection to ethical and sustainable concepts, thereby enhancing consumer understanding and appreciation of this positioning.