The Coty-owned drugstore Katy Perry fronted beauty brand has joined the cruelty-free movement by banning animal testing
CoverGirl's TruBlend Matte Made Foundation campaign
Coty-owned CoverGirl has become the ‘world’s largest’ Leaping Bunny certified make-up brand.
The now cruelty-free accredited brand has eliminated animal testing from its entire supply chain and will work with Cruelty Free International to undergo a regular independent assessment.
The first of Coty’s beauty brands to receive the certification, the beauty giant has revealed plans to get the cruelty-free acknowledgement for a second brand by 2020.
Camillo Pane, CEO of Coty, said: “Being cruelty-free and achieving the Leaping Bunny certification for CoverGirl is the right thing to do, at the right time, in the right way.
“Listening to our consumers, we started this journey with CoverGirl to demonstrate our commitment to this issue by achieving such an ambitious certification at scale.
“This is consistent with our ambition of growing responsibly by championing open, inclusive and sustainable beauty.”
CoverGirl announced the cruelty-free initiative via YouTube.
Consumer demand for cruelty-free cosmetics has soared in recent years, with sales of vegan beauty up by 38% in 2017.
The movement is said to be driven by social media and a growing number of high profile figures adopting the vegan lifestyle.
Ukonwa Ojo, CMO of Coty Consumer Beauty, added: “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.”