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CoverGirl Just Became the Biggest Beauty Brand to Go Cruelty-Free

Looks like the brand is continuing to trailblaze

CoverGirl has gone 100 percent cruelty-free, officially earning a Leaping Bunny certification from Cruelty Free International. According to Nielsen data, this makes it the biggest cruelty-free brand ever.

The Leaping Bunny Seal proves that the brand's products (and ingredients) have not been tested on animals, in any stage of development (or in any country). Per CoverGirl's website, this certification has the "toughest standard in the world."

Given CoverGirl's status as a beloved drugstore brand, this is a huge step. As Cruelty Free International CEO Michelle Thew said in a press release from the organization, the new certification "demonstrates how it's possible to be an accessible and innovative brand without inflicting suffering on animals." She also added that she hopes that it'll inspire more beauty brands to "do the right thing."

Coty Consumer Beauty Chief Marketing Officer Ukonwa Ojo expressed similar views, saying, "Consumers expect brands to be leaders for positive change so today CoverGirl is taking a stand about making cruelty free cosmetics a mainstream reality."

This is just the latest in a series of exciting updates the brand has been making in recent months: Just last year, it updated its slogan (from "Easy, Breezy, Beautiful" to "I Am What I Make Up") and earlier this summer, it launched an inclusive 40-shade foundation range.

Another exciting tidbit? Cruelty Free International says that CoverGirl parent company Coty has committed to getting another brand Leaping Bunny-certified by 2020. No word yet on which brand — but here's hoping it's another big one!


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