Japanese cosmetics company Shiseido has joined the ranks of other cruelty-free brands. The cosmetics company has announced they will no longer be testing on animals. The decision came after five rounds of meetings that included academics and animal welfare groups. Shiseido concluded that animal testing is unnecessary as many quality makeup and skincare lines have turned to in vitro testing as well as the use of human participants.
The decision for Shiseido to go cruelty-free was inspired by the recent ban on animal tested cosmetics in the European Union. This year Israel also banned makeup and household products created by animal testing. In order for Shiseido to continue participating in these markets they had to become a cruelty-free cosmetics company. Many consumers have also become more educated about the torture and death inflicted in animal testing. In a recent poll conducted by Lake Research Partners on behalf of the Humane Society it was concluded that 67 percent of the people surveyed oppose animal testing.
The ban on animal testing in the European Union and Israel has created quite a pickle for certain makeup and skincare companies. Last year Mary Kay, Estee Lauder and Avon all ditched their cruelty-free stance and began testing on animals in order to participate in the Chinese market where animal testing is mandatory. These companies will market to China but will now miss out on the opportunity to market to the European Union and Israel. For a list of companies that do not test on animals resources including PETA and the Leaping Bunny are available.
Who are your favorite cruelty-free brands?