P&G Adds Herbal Essences To PETA’s Cruelty-Free List, Gets Behind Worldwide Animal-Testing Ban
Coming Herbals Essences products could be sporting both the “EWG Verified” seal as well as PETA’s cruelty-free bunny logo, showing a P&G that’s increasingly looking to leverage NGOs’ currency with consumers. Meanwhile, the firm has added its support to Humane Society International’s global #BeCrueltyFree campaign to ban animal-tested cosmetics in all major beauty markets by 2023.
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In FDA’s maximal usage trial published May 6 in JAMA, oxybenzone, octocrylene, avobenzone and ecamsule all absorbed into subjects’ bloodstreams at levels that raise systemic safety questions. The active ingredients are among 12 that FDA identified in a February proposed rule as currently lacking data to support continued GRASE status.
The turnaround-minded direct seller confirmed in late March that it was in discussions with Natura about a potential transaction. Natura prides itself on its cruelty-free status, and Avon increasingly seems like it could be a good fit in that regard.
The consumer goods giant’s patronage of the Environmental Working Group’s ‘EWG Verified’ program could be a case of “If you can’t beat them, join them.” P&G says the mark will serve to reassure consumers that the Herbal Essences products meet the clean beauty standards of “very tough critics.”