US cosmetics brand opts to use synthetic bristles in more than 50 of its brush styles
e.l.f. Cosmetics has confirmed that its make-up brushes are now 100% cruelty-free, after making the decision to stop using animal hair fibres and instead use synthetic alternatives.
Make-up brush fibres can originate from a variety of animals including minks, horses and even squirrels. The condition of the animals that are used for such purposes are of major concern to animal protection organisations such as PETA.
PETA Senior Vice President Kathy Guillermo said: “As soon as e.l.f. found out that animals whose hair is used in brushes are deprived of everything that is natural and important to them, the company took swift and compassionate action. PETA is delighted to share that all e.l.f. brushes are now 100% cruelty-free."
e.l.f. Cosmetics Senior Vice President and Chief Marketing Officer Erin Daley added: “We have high quality brushes that are now 100% synthetic fibers. It was the right thing to do and we sincerely hope the rest of the beauty industry follows our approach.”
Among e.l.f.’s brushes are the Flawless Face Brush, Sculpting Face Brush and Selfie Ready Foundation Brush (all $6).