COVERGIRL Becomes Largest Makeup Brand Certified Cruelty-Free
Makeup brand COVERGIRL is now officially certified as cruelty-free, with the Leaping Bunny stamp of approval by Cruelty Free International.
USA Today writes:
“The beauty giant is now the biggest makeup brand to receive certification that it has eliminated animal testing from every step of its production process, a move that is increasingly demanded by consumers who want what they eat, drive and wear to spare the environment.”
While COVERGIRL’s parent company Coty has long held a “policy of not conducting testing on animals,” in order to get the official certification the company:
“[S]pent months demonstrating that its hundreds of third-party suppliers also do not perform such testing when creating CoverGirl’s thousands of products and ingredients.”
Michelle Thew, Cruelty Free International‘s CEO, noted the importance of that as “many brands claim on their packaging to not have conducted animal testing,” which may only be the case for the final product. She stated that “the majority of testing occurs in the production of ingredients and along the supply chain.”
Ukonwa Ojo, chief marketing officer of consumer beauty for Coty, stated:
“If we can do it with our size and with our capability and with our complexity … every brand can do this. If we all do it together, we can all envision a cosmetics industry and world that is free from unnecessary animal testing.”
While there are of course many smaller vegan and cruelty-free makeup brands available, Thew notes that the “demand from consumers for cruelty free beauty” is now moving “into the mass market,” and COVERGIRL’S certification “is a really significant turning point for the industry.”
Photo Credit: www.brandingchannel.com
