The beauty giant is now the largest cosmetics brand to get accreditation that it’s eliminated animal testing from every stage of its production process, a move that’s increasingly demanded by consumers who need what they eat, drive and wear to spare the environment.
If we may do it with our dimensions and with our ability and complexity. Every brand may do that,’ says Ukonwa Ojo, chief marketing officer of Consumer Beauty for Coty, CoverGirl’s parent company. If most of us do it together, we may all envision a makeup business and world that’s free of pointless animal testing”
Coty has a long had a policy of not conducting testing on animals. However, to get the Leaping Bunny stamp of approval in Cruelty-Free International, an internationally recognized standard bearer, it spent months demonstrating its countless 3rd party suppliers also don’t do such testing when generating CoverGirl’s thousands of products and ingredients.
To meet CFI’s strict standards, CoverGirl will also experience ongoing independent checks of its supply chain.
That’s a rigorous process plus they’ve to establish what they say,’ says Michelle Thew, CFI’s CEO. She noticed that although many brands claim on their packaging to have conducted animal testing, which might only relate to the final product, whilst the majority of testing occurs in the production of ingredients and along the supply chain.
Normally, it’s been smaller niche brands which have made the attempt to be cruelty-free, Thew says. However, what we are seeing now’s this demand from consumers for cruelty-free beauty and it is moving. Into the mass market. I think Cover Girl’s accreditation is an extremely significant turning point for the business.”
Coty, which also owns such decorative lines like Max Factor and Rimmel, is intending to get the cruelty free accreditation for a second mark by 2020.