In a world where “clean,” “green,” and “ethical” claims are everywhere, how do you separate the real from the marketing fluff? NSF just made that a whole lot easier.

This August, the global public health and safety organization launched NSF Protocol 543—a science-backed certification for Vegan, Cruelty-Free, or Vegan & Cruelty-Free products. And it’s not just a label—it’s a full-on audit of what goes into your product, how it’s made, and how it’s tested.

 “Consumers deserve more than vague promises. They deserve proof,” says Carey Allen, Director of Product Claims at NSF.

Now NSF protocol dives deep into: Ingredients: No animal-derived components; testing across ingredients, intermediates, and final products; Verified documentation, traceability, and complaint handling SOPs; Ongoing Audits.

The vegan market projected to hit $37.5 billion by 2030 , more than half of consumers saying sustainability influences their buying decisions. And a huge number of them saying they read product labels before purchasing—it’s a shift in how we define trust.

 So, if you’re developing plant-based actives, launching cruelty-free formulations, or just want to stand out in a crowded market, NSF P543 gives you the credibility to back your claims. It’s especially relevant for brands navigating complex global supply chains or entering new markets with stricter compliance norms.