Naturewatch has a long-standing boycott of L'Oréal due to its continued use of animal testing for cosmetics. The French multinational uses ingredients that have been tested on animals, despite public statements to the contrary. It has also been criticised for lobbying against an EU ban on animal testing for cosmetics.
In 2003, L'Oréal was also reported to be part of the European Federation for Cosmetics Ingredients, a coalition of 70 European cosmetics companies. The organisation launched a legal challenge in the European Courts against the EU's ban on animal testing for cosmetics.
Naturewatch has organised protests and other actions against L'Oréal. In 2017, it lifted its boycott call against The Body Shop, a former subsidiary of L'Oréal, after the company was purchased by Natura. Natura responded to Naturewatch's calls for a rigorous and transparent animal testing policy and has now been endorsed as a cruelty-free brand.