American beauty brand CoverGirl Cosmetics has been crowned the largest cosmetic company to earn the ‘Leaping Bunny’ certification.
The certification is awarded by animal welfare non-profit Cruelty Free International (CFI) to recognise brands which do not use animals to test their products or ingredients derived from animals.
The organisations has shared that it is the only company which ensures cosmetics are cruelty-free on all accounts.
Ukonwa Ojo, chief marketing officer at Coty explains: “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.”
As more consumers are looking to purchase cruelty-free products, increasing the demand on retailers.
Michelle Thew, CEO of CFI, comments: “The Leaping Bunny certification of CoverGirl marks a new milestone in this area as the largest makeup brand to be certified cruelty free after having met our rigorous criteria.
“Importantly, CoverGirl’s certification demonstrates to the world that it is possible to be an accessible and innovative brand without inflicting suffering on animals.”