In what is the marker of ethical conscience in the beauty world, for any company or product to be legally considered completely cruelty-free means it must rid its entire product production—including all ingredients sourced and suppliers used—of animal testing. From the packaging to the shipping to where ingredients are sourced and supplied from, it’s a process that must be held to the strictest of guidelines, with rigorous (and ongoing) adherence to ensure it can continue to label any product ‘cruelty-free’.
You’ll likely have noticed that 100% cruelty-free products are typically found in smaller, boutique beauty brands, mainly because tracking the production process end-to-end to ensure it meets the exacting standards can be incredibly time intensive and must be transparent.
So, it’s kind of a big deal that CoverGirl (the giant, celebrity-wielding, American juggernaut) just became the largest cosmetics brand in the world to be bestowed the Leaping Bunny Certification. From their insanely popular foundations to their LashExact mascara, each and EVERY product is 100% cruelty-free. And that deserves a bloody massive round of applause!
Beauties we have MAJOR news: COVERGIRL does not test on animals and now we’re Leaping Bunny certified by @crueltyfreeintl, which means we’re Cruelty Free across ALL our products, EVERYWHERE we’re sold! ������ At COVERGIRL, we believe that you shouldn’t have to choose between the beauty products you ❤️ and the values you believe in. As the biggest makeup brand to achieve the Leaping Bunny certification, we’re committed to getting affordable, ethical makeup into the hands of anyone who wants it. �� Join us in celebrating our certification and supporting #CrueltyFreeBeauty by sharing your excitement with #COVERGIRLCrueltyFree and #COVERGIRLMADE! *COVERGIRL is not sold in China and with our new BFFs at Cruelty Free International, we are working together to advocate for regulatory change to end animal testing globally
Parent company Coty released a global statement, with Ukonwa Ojo, their Chief Marketing Officer, saying: “Consumers expect brands to be leaders for positive change so today COVERGIRL is taking a stand about making cruelty free cosmetics a mainstream reality. We know we are not alone in wanting a beauty industry that is free from animal cruelty and, working with Cruelty Free International, invite others to join us in turning these conversations into action.”
The globally-recognised Leaping Bunny Certification (courtesy of Cruelty Free International) is not just given out on the fly; it’s the most highly sought-after certificate in the world for recognising companies’ dedication to an animal testing-free beauty industry.
The fact that such an influential brand like CoverGirl can 180 its business model and upstage even some of the most popular cult cosmetics labels releasing ‘cruelty-free’ lines shows that listening to your target audience really does pay off…
Speaking of news, we caught up with Dua Lipa and chatted all things fitness, song writing and a certain new collab with Adidas.
Image credit: CoverGirl via Instagram