CINCINNATI — Procter & Gamble Co. picked up two new stamps of approval from animal rights activists Thursday.
People for the Ethical Treatment of Animals, or PETA, certified Herbal Essences shampoo as a cruelty free brand. Humane Society International announced P&G has joined its campaign to ban animal testing for cosmetics in all major global markets by 2023.
The PETA designation means Herbal Essences will soon add a “cruelty free bunny logo” on its products. It's the first major P&G brand to join PETA's list of “Beauty without Bunny” brands that don’t test on animals. The lesser-known Each & Every brand was previously certified by PETA, which expects other P&G brands to follow.
“For years, we have been a pioneer in animal testing alternatives,” says Lisa Jennings, vice president of Global Herbal Essences. “We’re proud to have passed PETA’s stringent verification process to join their trusted list of cruelty-free brands.”
P&G stopped animal testing on all of its finished beauty products years ago but industry suppliers continue to test ingredients on rabbits and rodents. The Humane Society estimates a half million animals are still used in product testing, much of it happening in China and Europe.
Humane Society Vice President Troy Seidle has been pushing for legislation in Canada, Brazil, Australia and South Africa, but lacks the clout of corporate lobbyists who’ve opposed reforms.
“The big trade associations that represent the big companies have been fighting us every step of the way,” Seidle said. “So, having Unilever last year and now P&G, two of the biggest brands in the business, doing an about face is kind of changing the dialogue.”
P&G will also contribute “joined education and capacity-building programs” to ensure products can be safety tested without using animals, according to a press release.
“We are pleased to partner with the Humane Society International in the quest to end cosmetic animal testing,” said Kathy Fish, chief research, development and innovation officer for P&G. “I’m proud of the passion and expertise our researchers have contributed already to this goal. I know they will continue to be a force for good, providing leadership and advocacy to help achieve our shared vision.”