We've always been cruelty free, and were so proud that 100% of our formulas are now vegan. We believe that no animals, however big or small, should be harmed in the name of cosmetics, and have campaigned since the 1980s to bring about the ban against animal testing.

We're proud to be pioneers in the beauty space again, as we're the first global beauty brand to have all formulations certified by The Vegan Society.

When we make promises we want to make sure we can keep them. Becoming Vegan certified isn’t a walk in the park for a company of our size, but we’ve really been cracking on with it behind the scenes. This stuff takes careful planning. The ecosystem is delicately balanced, it takes time to make sure some of the local communities who have supplied our animal-derived products are ready for us to go vegan. As we move into our vegan future, we want to make sure as many people as possible are ready for the change. You need to know what goes on behind the scenes. We’re very excited for you to meet more of the people who make our products happen.

We’re going to be filling you in on some of our progress here and sharing some stories from our journey so far.

In the meantime, we’re going to get our heads down and continue what Anita started. That way you can focus on feeling your most beautiful self, safe in the knowledge we’re on the case. We’ll take care of the details for you. Not because we want you to know how virtuous we are, because if you think about it, 100% vegan just feels right.