Transparency: Show Your True Colors. Be an open book about everything! At Arctic Fox, we believe in laying it all out — where our products come from, what’s in them, and exactly where our donations are headed. We make this super easy by sharing ALL the details on our website and socials. Think of it as giving your customers a backstage pass to your brand’s entire world.
In an era where conscious consumerism is on the rise, the beauty industry is undergoing a significant transformation towards cruelty-free and ethical practices. This series aims to highlight and celebrate the brands and individuals who are at the forefront of this movement, showcasing their commitment to ethical sourcing, animal welfare, and sustainable production in the world of cosmetics. As a part of this series, I had the distinct pleasure of interviewing Amanda F. Clewell.
Amanda F. Clewell serves as the Creative Lead at Arctic Fox — the ultimate vegan hair color and nail polish brand with a purpose. On a mission to redefine semi-permanent hair color with bold, highly pigmented shades that are vegan, cruelty-free, and free from harsh chemicals, Arctic Fox was founded in 2013 to deliver long-lasting, conditioning color that fades beautifully within its spectrum — designed for DIY-friendly, mess-free application with less bleeding and staining. Beyond vibrant hair color, 15% of all profits support animal welfare causes, making Arctic Fox a brand with a purpose.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
Thank you for having me! I’m Amanda and I serve as the Creative Lead at Arctic Fox. I’m originally from Iowa, but made my way to Los Angeles about 14 years ago in search of new opportunities. Like a lot of people, I struggled to find my identity in my teens and early adulthood. Dyeing my hair became a catalyst for experimenting with fashion and pushing boundaries. Little did I know, my personal journey would eventually shape my career.
My first job out of college was as a sales associate at Macy’s in the accessories department. That solidified my passion for creativity in the form of beauty and fashion, leading me to roles as a project manager, photographer, and graphic designer for fashion and beauty related companies and brands. In a full circle moment, I eventually made my way to Arctic Fox (one of the first hair dye brands I used). Now, I get to combine my love for creativity, marketing and self-expression to bring Arctic Fox’s mission to life. It’s not just a job, it’s a reflection of my own journey and I love that I get to help empower our Fox Fam to also embrace their bold, authentic selves.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
I once worked as a graphic designer for a custom printed shoe company on the boardwalk in Venice Beach. We had celebrities pop in from time-to-time and I even designed shoes for people like Debbie Harry and Danny Trejo. Custom work taught me how to quickly interpret a brief and tailor creative work to every individual, each project was like a mini exercise in branding. I also learned how to balance high standards, fast turnarounds, and client expectations.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
1. Trust-Centric
As a creative manager, I understand that creative breakthroughs and productivity don’t always happen during “office hours.” Often our most creative solutions come when we’re not at our desk. It could look like working from a coffee shop, setting aside time to visit an art museum or meeting as a team to work on an unrelated creative project. I trust my team to work autonomously so they have the space to work (and get inspiration) when they feel most productive.
We needed some more product photography and instead of contracting out for that work, my team got together in the office to shoot some images. It was a great exercise in working together as a team, brainstorming, and working in a medium that we don’t use on a daily basis to take a break from our desks.
2. Frontline Leader
A great leader inspires their team, but is also willing to support by filling in the gaps. I will never ask team members to work on projects I wouldn’t do myself. I don’t just delegate, I collaborate and create alongside my team, ensuring every project reflects Arctic Fox’s branding and values.
We had an extremely successful collaboration with the Netflix show Arcane. We had to create a lot of the assets with limited time, and as I delegated work to the team I was also right alongside them designing ads, social graphics, etc.
3. Purpose-Driven
Arctic Fox is more than just aesthetics, it’s about impact, identity, and making a statement that resonates. Everything we create at Arctic Fox keeps the Fox Fam at the forefront and we’re always asking ourselves WHY are we doing each project.
That sentiment also trickles into my management style. My purpose as a leader is to serve as mentor and to help my team grow as creative contributors. We often have learning sessions as a team to brush up on design fundamentals and brainstorming new ideas.
Are you working on any exciting new projects now? How do you think that might help people?
Yes! We’ve begun transitioning our packaging to fully recyclable aluminum tubes and boxes. Not only do they stand out from an aesthetics standpoint, but they also make it easier for customers to recycle properly AND squeeze out every last drop of dye. We’re committed to updating our entire product line to reflect this eco-conscious approach.
We also have some upcoming collaborations with a new partnership with Greater Than and Jules Walcott. This collaboration is all about inspiring people to embrace their unique selves and chase their dreams fearlessly.
We also have some really exciting new colors in the works to give our community even more ways to express their authentic selves. Plus, we’re working on more in-person events and collaborations that will help us build deeper, more meaningful connections with our Fox Fam around these launches.
Our commitment to making a difference extends to our charity work too. We’re developing product collaborations and planning donations and excursions that stay true to our core mission of supporting animal welfare.
Stay tuned — we can’t wait to share more of these exciting developments with you!
Ok, thank you for all that. Now let’s shift to the main focus of our interview. What inspired you to embrace cruelty-free and ethical practices in the cosmetics industry, and how has this commitment shaped your brand’s philosophy?
At Arctic Fox Hair Color, we’re not just changing hair — we’re changing lives. Born from a vision that beauty and kindness can coexist, our brand is a vibrant testament to the power of conscious choice. When you choose Arctic Fox, you’re joining a passionate community committed to making the world a little brighter. Our 100% vegan and cruelty-free promise isn’t just a label — it’s a heartfelt commitment. With 15% of our profits dedicated to animal welfare organizations like IFAW, we’re turning each color application into a lifeline for animals in need. We don’t just dream of change — we live it. Whether we’re developing innovative hair color formulations or personally visiting rescue centers, our mission remains the same: to create a world where every living being is valued, protected, and celebrated.
Arctic Fox isn’t just a brand. It’s a movement. And every color is an opportunity to make a difference.
How do you ensure that your products meet both ethical standards and consumer expectations for quality and performance?
Every shade we create emerges from real conversations with our Fox Fam, ensuring we’re developing products people truly want. Our 100% vegan and cruelty-free commitment isn’t just a promise; it’s our core mission, with our team personally testing each product to guarantee exceptional quality.
Can you share a challenge you faced while transitioning to or maintaining cruelty-free practices and how you overcame it?
Arctic Fox has been cruelty-free from inception. We research and vet every ingredient and supplier. This meant building relationships with ethical suppliers who were transparent about their practices and ensuring they met our cruelty-free standards. We also take extra time to ensure we’re staying on top of industry regulations to ensure we’re offering the highest quality product without compromising on our cruelty-free value.
In your opinion, what are the biggest misconceptions about cruelty-free and ethical cosmetics, and how do you address these in your marketing and education efforts?
The idea that people don’t care about ethical beauty is totally outdated. Our community is proof that consumers are waking up and paying attention. We’ve seen firsthand how passionate people are about responsible cosmetics, with more and more beauty lovers demanding transparency and compassion from their favorite brands. The rise of ethical beauty isn’t just a trend; it’s a movement.
Gone are the days when finding cruelty-free products was like hunting for a needle in a haystack. Finding cruelty-free products is no longer a challenge. We’ve partnered with major retailers like Sally’s, Ulta, Hot Topic, and Target, and made our products easy to shop online through our website and Amazon. Ethical beauty is now simple to access — no treasure map needed.
And can we talk about the biggest myth of all? That cruelty-free somehow means lower quality. Absolutely not. Our products are the real deal — backed by killer reviews, endless customer love, and a thorough development process. Our Fox Fam isn’t just loyal, they’re walking proof that ethical beauty can totally crush it in performance. We’re not just making a statement, we’re setting a new standard for what amazing beauty products can and should be.
Based on your research or experience, can you please share your “5 Things You Need to Create a Successful Cruelty-Free Brand”?
1. Transparency: Show Your True Colors
Be an open book about everything! At Arctic Fox, we believe in laying it all out — where our products come from, what’s in them, and exactly where our donations are headed. We make this super easy by sharing ALL the details on our website and socials. Think of it as giving your customers a backstage pass to your brand’s entire world.
2. Flexibility: Roll with the Punches
When we need to tweak a product formula, it can totally mess with our launch timeline. But here’s the thing, those aren’t just unexpected challenges, they’re opportunities in disguise. We’ve learned to pivot quickly and turn potential setbacks into moments of innovation.
3. Awareness: Be More Than Just a Brand
It’s about seeing beyond your product and truly connecting with your community. During the 2025 LA wildfires, we saw our local community displaced and in desperate need. Instead of just watching, we jumped into action, donating hair care products and funds to help those who lost everything.
4. Passion: Let Your Heart Lead the Way
This isn’t just a business, it’s a mission driven by passion. From our owners to every single team member and customer, we’re fueled by a deep love for creative self-expression and the welfare of all living things. Our passion isn’t just a marketing strategy, it’s the heartbeat of everything we do. When things get tough, it’s this passion that keeps us going.
5. Community: You’re Not Just Customers, You’re Family
Our “Fox Fam” isn’t just a cute term, they’re our entire philosophy. Every single decision from product development to our latest collaboration is guided by our community. You’re not just buying a hair color; you’re joining a movement. We don’t just listen to our community, we let them lead the way.
Looking ahead, how do you see the future of the beauty industry in terms of sustainability and ethical practices, and what role do you hope your brand will play in this evolution?
We’re excited about the positive changes happening in the beauty industry. Since starting in 2013, we’ve seen more brands focus on bringing more heart, more consciousness, and more responsibility to an industry that used to prioritize looks alone. Arctic Fox is proud to be part of this shift, creating products that not only help you feel great but also align with your values. It’s about being part of a community of changemakers that believe beauty goes beyond appearances, it’s about how we care for ourselves, each other, and the planet.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Inspired by Arctic Fox’s core mission, we envision a worldwide movement that breaks down barriers of judgment and celebrates individual expression. Imagine creating platforms where people can authentically share their stories, art, and personal journeys — connecting across differences and lifting up both human and animal communities.
If we could start a movement that brings the most good to the most amount of people, it would focus on radical empathy and creative liberation. Inspired by Arctic Fox’s core mission, we envision a global initiative that breaks down barriers of judgment, encourages people to express themselves and connect with others. Our goal would be simple yet powerful: to turn our unique perspectives from potential sources of division into incredible opportunities for understanding, creativity, and real, meaningful change for both people and animals.
What is the best way for our readers to continue to follow your work online?
@ArcticFoxHairColor on all platforms: Instagram, TikTok, YouTube, Pinterest, X, Facebook
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Check out our blog on our website
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
Beauty Without Cruelty: Amanda F. Clewell Of Arctic Fox On The Future of Ethical Cosmetics was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.