PETA has recently narrowed its "Beauty Without Bunnies" cruelty-free certification program to exclude companies operating in Latin America, Europe, and regions outside of the US, Canada, Germany, and India. This decision affects over 180 Latin American brands, as the organization focuses on markets with more consistent animal testing regulations prompted by the EU's REACH Regulation. The impact on Latin American brands is significant, with estimates suggesting that a majority will lose their cruelty-free status, prompting organizations like Te Protejo to offer an alternative cruelty-free certification program specifically tailored for the region.

Te Protejo's certification process has been in place since 2013 and offers a transition program for local brands in Latin America until October 31 to maintain their commitment to cruelty-free products. This alternative certification evaluates compliance with cruelty-free practices throughout the supply chain and is recognized internationally, providing brands in Argentina, Brazil, Chile, Colombia, Mexico, and Peru an opportunity to continue demonstrating their ethical values in the market.