CoverGirl leads Coty's cruelty-free crusade
Global cosmetics company Coty announced on Monday that it has teamed up with Cruelty Free International, kicking the strategic partnership off by achieving Leaping Bunny certification for its CoverGirl brand.
According to Cruelty Free International, its Leaping Bunny certification is the most comprehensive cruelty-free beauty standard in the world, and after an audit of the brand’s supply chain and ingredients, CoverGirl has become the largest makeup brand ever to have obtained it.
From now on, all CoverGirl products will feature the Leaping Bunny logo as an assurance that they have not been tested on animals and adhere to the strict criteria of the certification program, which tracks individual ingredients down to the International Nomenclature of Cosmetic Ingredients (INCI) manufacturer level.
In a press release, Cruelty Free International CEO Michelle Thew described CoverGirl’s certification as “a new milestone in this area,” explaining that it “demonstrates to the world that it is possible to be an accessible and innovative brand without inflicting suffering on animals.”
As part of the strategic partnership between Coty and Cruelty Free International, the cosmetics company will also seek to implement more responsible practices across its brand portfolio and aims to achieve Leaping Bunny certification for at least one more of its brands by 2020.
“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,” said Coty CEO Camillo Pane. “This is consistent with our ambition of growing responsibly by championing open, inclusive and sustainable beauty.”
CoverGirl joins a growing list of brands that have obtained cruelty-free accreditation as they seek to appeal to increasingly conscious consumers. Last month beauty giant Dove received certification from PETA, an accolade also obtained earlier this year by home spa label Bliss.
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