Cruelty-free shopping just got easier with a new browser extension called Tribe. The plug-in, which pairs with, provides compassionate consumers with instant insight into whether a purchase hurts animals.

“Being a conscious consumer has always been important to me,” Tribe Founder and CEO Kim Pieper, told Lady Freethinker about her project and the good she hopes it will bring. “I believe that if we make it easy for consumers to get information on company animal testing practices while they’re shopping, we can make a massive impact.”

Tribe pulls data compiled by organizations such as People for the Ethical Treatment of Animals and the Coalition for Consumer Information on Cosmetics (behind the Leaping Bunny certification program) that track the cruelty-free status of manufacturers throughout the world. When you add an item to your Amazon shopping cart, a window pops up to let you know whether or not the company that makes the product tests on animals.

Tribe’s goal is to educate consumers and encourage them to make a compassionate shopping choice while urging companies to stop animal testing. “But we’re not stopping there,” said Pieper. “As Tribe users change how they spend, we’ll let companies know just how much their bottom lines are being hurt because they continue to engage in practices like animal testing that many consumers no longer support.”

Animals in laboratories are subjected to extreme cruelty in the name of “safety” and science. Scientists apply harsh chemicals to the skin and eyes of rabbits, guinea pigs, mice, rats, primates, cats, and dogs. The animals endure physical mutilation, exist in confined and disgusting quarters, and are exposed to frequent and excruciating torture.

Over time, Tribe hopes to add more features to their service including safety and sustainability information and whether products are vegan, so shoppers can make an even more profound difference with their dollar. If you’re interested in learning more, you can see how it works here and join here.