CoverGirl Becomes Largest Makeup Brand To Go Cruelty Free
It’s hard to imagine that in 2018, makeup companies still test on animals. There is seriously no reason to whatsoever. Especially as companies move to less synthetic ingredients in their products. Makeup giant CoverGirl has announced they’ve been certified completely cruelty free. Cruelty Free International is awarding CoverGirl, and their parent company COTY with the Leaping Bunny certification. Which means that they are certified cruelty free by CFI. Now, CoverGirl is the biggest brand to certify as cruelty free. Basically, they have been working to eliminate animal testing from every step of the process. As a result, they are never using animal testing to create their makeup.
So, going forward, all CoverGirl products will display the Leaping Bunny logo. This signifies the CFI certification as a cruelty free brand.
“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,” explains Michelle Thew, CEO of Cruelty Free International in a statement. Because process that CoverGirl was enduring was so complex, it is an even bigger accomplishment for the brand. Receiving such an honor does not come easily. But, they are remaining committed to maintaining this new standard.
“An accessible and innovative brand”
The Hill explains that the process to receive certification from CFI takes “months.” The brand must prove that every supplier they work with isn’t testing on animals. For such a large brand, that is a lot of third-party suppliers to investigate.
“Consumers expect brands to be leaders for positive change so today COVERGIRL is taking a stand about making cruelty free cosmetics a mainstream reality,” chief marketing officer for COTY Beauty, Ukonwa Ojo says in the same statement.
We live in a time where creating long term solutions are incredibly important. CoverGirl making this kind of commitment to a higher standard is an excellent first step. Because of their commitment, it will force other brands to follow suit, which will create a new normal.
CoverGirl is just the beginning
COTY, which also owns makeup brands including Max Factor and Rimmel have long been committed to cruelty free testing. Now that CoverGirl has been certified, COTY is promising their commitment to getting another brand certification by 2020.