Cruelty-free magnificence retailer The Physique Store shall be totally vegan by 2023. Based in 1976 by British environmental activist Dame Anita Roddick, the retailer is working with The Vegan Society to take away remaining animal merchandise from its formulations. Presently, 60 % of The Physique Store’s choices are clearly labeled as “vegan,” together with its iconic fragrance White Musk—which doesn’t embody the deer gland secretions present in non-vegan musk scents. 

“Our resolution to go 100-percent vegan is a pure subsequent step for The Physique Store,” Lionel Thoreau, World Model Director at The Physique Store, stated. “Due to our founder Anita Roddick, we have been the primary magnificence firm to battle in opposition to animal testing in cosmetics, and the primary main international magnificence model to make use of cruelty-free musk in our fragrances.” 

The Physique Store has been working for greater than 20 years with Cruelty Free Worldwide to advocate for the top of animal testing. Nevertheless, from 2006 to 2017, the model was owned by L’Oreal, which has a sordid historical past of conducting beauty exams on animals. Now owned by moral Brazilian model Natura &Co, The Physique Store is seeking to reconnect with its activist roots by going vegan and additional committing to sustainability initiatives reminiscent of putting in refill stations and increasing recycling applications to further shops.

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“Physique Store’s ambition to realize 100-percent Vegan Trademark certification throughout [its] substantial portfolio of formulations demonstrates [its] strong dedication to ship the perfect in efficacious and planet-loving merchandise,” Chantelle Adkins, Director of Enterprise Growth at The Vegan Society, stated. 

Cruelty-free magnificence

One among The Physique Store’s largest rivals is vegetarian model LUSH Cosmetics, which is understood for its colourful bathtub bombs, calming lotions, and sustainability minded practices. Whereas LUSH has at all times been cruelty free and is a vocal advocate for ending beauty testing worldwide, the model nonetheless makes use of animal elements reminiscent of honey in a few of its formulations. Nevertheless, in 2019, LUSH took an enormous step towards changing into much more vegan-friendly by eradicating eggs from its merchandise, stating that it was “unconvinced that even the perfect egg manufacturing is free from struggling.” 

As a substitute of eggs, the model now makes use of linseed oil and aquafaba (chickpea brine that’s typically used as a vegan egg white replacer in cooking). In recent times, LUSH has additionally constantly launched totally vegan traces, together with a current six-product hair care line designed particularly for curly, coily, and textured Black hair. 

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Ending animal testing

The Physique Store and LUSH are two main firms which have championed the top of animal testing for many years, and others are beginning to take part. As international campaigns reminiscent of Humane Society Worldwide’s #BeCrueltyFree—which goals to finish animal testing by 2023—have gained momentum, manufacturers that beforehand examined on animals have dropped the follow to enchantment to clients in search of cruelty-free choices. 

Final month, haircare big TRESemmé turned the twenty fourth model owned by Unilever to decide to ending animal testing worldwide. TRESemmé labored with Individuals for the Moral Therapy of Animals (PETA) to hitch its World Magnificence With out Bunnies program and can show its PETA-approved brand on its packaging beginning in January 2022.

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