The luxury fragrance retailer was moved to action following graphic footage released by PETA
Penhaligon's, the luxury fragrance brand and retailer, has pulled all of its badger hair brushes from its global stores and website.
The brand's shaving brushes, made with badger hair, were touted for their ability to create the 'ultimate lather'.
However, now the products are not visible on its website and have been withdrawn from store shelves globally.
Lance Patterson, CEO of Perfumers 1870, Penhaligon's parent company, said: "I am pleased to announce our company's commitment to no longer use badger hair in any Penhaligon's products.
"This decision marks a new chapter as our company continues to evolve its use of innovative materials in place of more traditional animal alternatives."
Penhaligon's was prompted to drop its badger hair products after PETA released a video showing how badgers are inhumanely captured and killed for their hair, as well as other cosmetic uses, in China.
PETA Director Elisa Allen said: "Gentle badgers were beaten with crude instruments, cut open and left to die, all for make-up and shaving brushes.
"Penhaligon's swift and decisive action in rejecting these hideous blood brushes and pledging to embrace animal-free tools that no one had to suffer and die for is sure to influence other companies to follow its compassionate lead."
Other brands to also ban the use of badger hair include P&G, GENTS barbershop and spa and Beau Brummell.