The Coty-owned cosmetics giant has been awarded the most comprehensive worldwide cruelty-free certification, following a rigorous audit of its supply chain and ingredients by the organisation Cruelty Free International. The group’s Leaping Bunny certification is the only globally recognised program that requires regular independent supply chain audits.
“Consumers expect brands to be leaders for positive change so today Covergirl is taking a stand about making cruelty free cosmetics a mainstream reality,” said Ukonwa Ojo, Chief Marketing Officer, Coty Consumer Beauty, in a statement. “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.”
“We hope today’s announcement encourages more cosmetics companies to do the right thing, listen to public demand and make a commitment to ending animal suffering in the cosmetics industry,” added Michelle Thew, CEO of Cruelty Free International.
The move is part of a strategic partnership between Coty and Cruelty Free International that aims to end animal testing for cosmetics worldwide. The personal care giant has also pledged to see at least one more of its brands — which include Max Factor, Rimmel London and Calvin Klein Fragrances, amongst others — certified cruelty-free by 2020.
As the beauty industry wakes up to a growing consumer demand for cruelty-free products, brands have been tripping over themselves to cut animal testing from their procedures. Recent companies to have been certified cruelty-free include Dove, Bliss and Topshop Beauty, while brands such as Tarte Cosmetics and Fenty Beauty by Rihanna have seen runaway success with business models that eschew animal testing. – Relaxnews
