The growing concern about animal welfare has caused consumers to increase interest in sustainable products. Consequently, the beauty industry is increasingly committed to cruelty-free products. The rise of social media and influencers has driven this shift towards ethical and responsible consumption. Platforms such as Instagram have played a relevant role in disseminating messages related to sustainability through these opinion leaders. The research conducted a methodological triangulation to understand how beauty influencers communicate cruelty-free content and how these messages influence their followers. The methodological design includes a content analysis, a survey and in-depth interviews. The study’s findings indicate that beauty influencers’ communicative efforts are limited and do not significantly impact the prescription of cruelty-free products. The conclusions recommend ex...