One term that’s been around for decades that often gets overlooked or misinterpreted is ‘cruelty-free’, which essentially means that no animals were hurt or killed in the creation of the products. For example, killing or harming animals to collect ingredients and, of course, testing products on them.
From (vegan and paraben-free to organic), the labels on our modern day beauty products can be a little mind-boggling.
Luckily, and especially in the past few years, many beauty brands have called for a complete stop to animal testing and many go even further by making their products vegetarian or vegan and supporting charities that protect animals and their environments. And with so many incredible plant-based ingredients and scientific innovations, there’s really no need (or excuse!) to resort to harming our furry friends.
One high street chain that’s been trailblazing the cruelty-free movement for years is Superdrug, which launched its own Charter Against Animal Testing in 1994 and this summer is celebrating 25 years of being a cruelty-free retailer.
This year is also the tenth year that all Superdrug own brand beauty and toiletries products have carried the Leaping Bunny logo awarded by Cruelty Free International, which is pretty major.
For those of you not in the know, the Leaping Bunny Logo reassures shoppers that the product hasn’t been tested on animals.
Interestingly, the store says that in the 1990s, when Superdrug first moved to a cruelty-free own brand collection, customers liked buying products which hadn’t been tested on animals, today however they insist on it. Recent customer research showed seven out of ten said choosing cruelty-free products was important or very important, and it’s the question that store colleagues are asked more than any other, which is proof enough of the modern day demand for it.
Superdrug now stocks 1,200 Own Brand Superdrug products on its shelves, with 70 more cruelty-free products dropping this month, including skincare, haircare and bath and body items.
Sarah Jenkins, Superdrug head of own brand, says that being cruelty-free is part of the brand’s DNA, and that Superdrug has been offering cruelty-free beauty for so long, they simply don’t know how to do it any other way.
“While legislation has changed to ensure animal testing is no longer the norm, outside of the EU the situation is very different,” she warned. “Customers want to be able to trust that while a product hasn’t been tested on animals here, it hasn’t anywhere in the world either, and we are delighted to be able to offer our customers every product they and their family may need.”