THE actress Kristin Bauer, of “True Blood” fame, has an annual ritual when she visits her family home in Racine, Wis.: She takes a black marker and scribbles on the sides of specific products and cosmetics, “Tested on animals.”

“It’s so simple for me: we shouldn’t be torturing another living being for mascara when we don’t have to,” said Ms. Bauer, a vegetarian who lives in Los Angeles with her husband, Abri van Straten, two dogs and two cats. “It seems so odd when you think of shaving cream and a bunny, or mascara and a guinea pig. We’re not saving a life.”

As a spokeswoman for the Physicians Committee for Responsible Medicine, a nonprofit health organization whose goals include promoting animal-free testing, Ms. Bauer has a mission: to get more people to use makeup and toiletries that have not been tested on rabbits, guinea pigs, mice or rats. And while “cruelty-free” has been a basic mantra of certain earthy lines like Aveda, the Body Shop and Kiss My Face, for decades, it’s increasingly been taken up by new and glamorous proponents.

The models Josie Maran (josiemarancosmetics.com) and Christie Brinkley (christiebrinkleyskincare.com) and the designer Stella McCartney (Care by Stella McCartney) are among those who have started cosmetics lines developed without animal testing.