It’s official: Being kind is in. Beauty brands are following the movement led by consumers to stop testing their products on animals and are taking necessary steps to ensure that no ingredient is ever tested on animals during their development. With the cruelty-free cosmetics industry slated to surpass USD 10 billion by 2024, being kind to animals is more than a trend — it’s a mandate. So why should your brand join the cruelty-free world?

1. Animal testing is cruel and unnecessary

The first reason is the most obvious. Animal testing is incredibly cruel and inhumane. Over 100 million dogs, cats, mice, rats, rabbits, and primates are crippled, burned, and poisoned in experimental labs simply for the products we use. It is also completely ineffectual: 95% of all drugs that are shown to be safe and effective in tests on animals fail in human trials because they don’t work or are dangerous. When in vitro and computer modelling techniques are more reliable, why should our pets be harmed for us to be pampered?

2. It’s already banned in a lot of countries

In 2018, the EU Parliament urged for a worldwide ban on testing cosmetics on animals by 2024. Already, 40 countries have banned or restricted animal testing for cosmetics and their ingredients — including Norway, Israel, India, New Zealand, Turkey, South Korea, and Brazil. This is a positive step for animals and the world — and your beauty brand should follow suit.

3. Cruelty-free products are more eco-friendly

In a double whammy of goodness, cruelty-free products are often better for the environment. A large majority of ethical beauty brands use natural ingredients instead of harsh chemicals that hurt our animals, bodies, and planet. Even Gwyneth Paltrow has jumped on the trend, saying: “The idea that you’re exercising and trying to eat well and then slathering yourself with chemicals, parabens, and silicones — it’s not great.” With 90% of consumers believing that natural or naturally-derived beauty ingredients are better for them, why not choose ingredients for your beauty brand that are kinder to animals and the world.

4. It Really is Better for Business

Not only does being cruelty-free protect vulnerable animals, but it also protects your business. A Neilson survey found that “not tested on animals” was the most important packaging claim, with 57% responding that it was “very” or “moderately” important. With consumers actively seeking brands that are cruelty-free, it’s time to revolutionize your brand and supply chain.

5. Others are doing it successfully

Thousands of beauty brands are turning cruelty-free. Many use this as an essential driver of their brand purpose — such as Lush, who actively campaign to make it illegal to test, market or sell products or ingredients tested on animals. Other brands such as Fenty Beauty simply make it a necessary part of their production. With a turnover of 75 million dollars in their first year, Fenty shows that you really don’t need to test on animals for profit.

6. You can leverage cruelty-free in your brand communications

Being cruelty-free is an incredibly successful driver of purchase consideration. The Body Shop is a perfect example of this. They campaigned to end animal testing in 1989 — the first global cosmetics company to do so. The Body Shop was able to build brand loyalty and consideration through their strong ethical values — going as far as creating their own Forever Against Animal Testing campaign which reached 8 million signatures. They become the face of a kinder world.

7. You can be certified

There are numerous organisations that can independently verify your brand as being cruelty-free — adding you to a list that consumers use to make informed purchases. Choose Cruelty Free is an independent, non-profit organisation based in Australia that certifies cosmetics, personal care, and household care items that have not been tested on animals.

8. Consumers can check

Whether you like it or not, consumers can and will check whether your brand is cruelty-free. Being ahead of the curve and keeping your entire supply-chain cruelty-free is the only way to avoid a PR or internet storm.

9. You can join a dedicated and loyal community

There are fans out there for your cruelty-free brand. Numerous lists, websites, articles, communities, and organisations share their favourite ethical beauty products. “I’m very dedicated to my cruelty-free stance when it comes to buying beauty products,” says 28-year-old Louise Lopez, who’s been an ethical shopper for two years. If your brand can connect with people like Louise on a value level, you ensure that customers are proud to use and recommend your product.

10. Simply, it makes you feel good about your brand

The best things in life really are cruelty-free. You can be secure with your decision to create a beauty brand that does good for everyone involved — whether it is the people using your products, the environment or the animals that are saved by your choice to be kinder.

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