Go cruelty-free
OVER one-third of women prefer to buy beauty products from cruelty-free brands, according to new data.
A survey by online makeup and beauty app platform Perfect365 has revealed that 36% of users only support brands that do not test on animals.
The results, which came from 15,000 women that use the app, also revealed that 24% of women claim to use the official website of animal rights organisation PETA to research brands that specifically use only cruelty-free manufacturing methods.
A total of 43% of participants said they would stop using a brand if it decided to start testing on animals.
“Based on our recent user survey, data seems to suggest a large percentage of the younger generation of women are expressing concerns about the testing of beauty products on animals,” said Cara Harbor, Perfect365 Director of Marketing, in a statement. “While animal testing has remained mostly unregulated, this study shows it is something beauty brands will really need to think about moving forw rdto meet consumer demand ”
Respondents were ask d to name their favourite cruelty-free brands, with BlendSmart and PÜ he Complexion Authority bo proving popular among users.
As a result, Perfect365 has collaborated with the two bran meaning users will be able to v ually test out looks using their products.
Beauty fans will get th hance to digitally test three exclus makeup looks and multiple tu als created using PÜR products well as trying out one look from BlendSmart, which is the first rotating mechanical makeup brush to mimic the motion of mak p artists.
“Cruelty-free” has become something of a buzzword in the cosmetics industry over the past few years, with major brands increasingly eliminating animal testing from their proced res. Labels that have adopted the strategy include The Body Sho , Kat Von D, Urban Decay, Charlotte Tilbury and Glossier, to name just a few. — AFP Relaxnews