Community Coordinator | Wellington, New Zealand | Contactable via nadia@livekindly.co

A new survey of 15,000 women conducted by popular makeup and beauty app Perfect365 has revealed women are inclined to support cruelty-free cosmetics.

The survey data found 46% of the female respondents supported a bill that has been proposed to the state of California, similar to a bill in Hawaii, which would ban the sale of all animal-tested cosmetics. Of this group, 24% answered they are aware of and utilise animal rights organization People for the Ethical Treatment of Animals (PETA)’s website to find information regarding certified cruelty-free beauty products.

Further, 36% of the women surveyed said they only purchase from cruelty-free brands and 43% of respondents claimed they would cease buying from a brand if it started testing on animals.

advertisement - about this ad

“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, the Director of Marketing for Perfect365.

“While animal testing has remained mostly unregulated, this study shows it is something beauty brands will really need to think about moving forward to meet consumer demands.”

Additionally, the survey found BlendSmart and PÜR Cosmetics to be the top-ranking favorite cruelty-free brands among respondents. While the brands aren’t 100% vegan, they both have a high number of vegan-friendly products.

A consumer affinity for cruelty-free and animal-free cosmetics is growing. Recently, the biggest anti-animal-testing campaign in history launched; the associated petition garnered over four million signatures. Growing interest in the cruelty-free cause inspired U.K. makeup store giant Superdrug to launch an exclusively cruelty-free and vegan makeup outlet while iconic footwear company Birkenstock launched their premier line of vegan and cruelty-free makeup. Also, popular cruelty-free makeup brand Milk Makeup announced they have committed to ensuring all upcoming cosmetics are vegan.

California Aims to Ban the Sale of Animal-Tested Cosmetics

The European Union instigated a ban on animal testing for household and cosmetic items back in 2009. A follow-up in 2013 then legislated a ban on the sale of all imported goods of the same category that had been tested on animals.

Despite the best efforts of conscious consumers to make ethical shopping choices, any company that sells in China is not fully cruelty-free, as the law in that country enforces animal testing prior to sale. If the proposed bans in California and Hawaii are implemented, this would mark a huge step towards abolishing cruel and unnecessary practices, and potentially spark similar change in other nations.