COVERGIRL Launches Campaign to Make All Makeup Cruelty-Free

COVERGIRL Is On a Mission to Make All Makeup Cruelty-Free

COVERGIRL is on a mission to make all makeup cruelty-free.

The iconic drugstore makeup brand launched a new campaign today that celebrates the cruelty-free future of the cosmetics industry. Called Signature Selfies, the initiative encourages ethical beauty fans to take a selfie, sign it, and post it to their Instagram story with #COVERGIRLCrueltyFree.

According to a brand representative, the purpose of the campaign is to rally consumer support for an industry-wide shift away from cosmetic animal testing.

Selfies will be featured on a billboard in Times Square, where COVERGIRL recently opened its first-ever brick-and-mortar: a 10,000-square foot flagship store in one of NYC’s busiest neighborhoods.

COVERGIRL Goes Cruelty-Free

COVERGIRL made history last November by becoming the largest-ever beauty brand to receive the “Leaping Bunny” from Cruelty-Free International (CFI), a nonprofit that campaigns for an end to cosmetic animal testing. CFI worked closely with Coty, COVERGIRL’s parent company, in order to ensure that no ingredient in the 60-year-old brand’s supply chain were tested on animals.

According to Coty, the change came as a result of evolving consumer ethics. While cosmetic animal testing was once considered a necessary evil toward ensuring a product’s safety, new technological innovations are making it obsolete.

“Consumers expect brands to be leaders for positive change so today CoverGirl is taking a stand about making cruelty-free cosmetics a mainstream reality,” said Ukonwa Ojo, chief marketing officer at Coty. “We know we are not alone in wanting a beauty industry that is free from animal cruelty and, working with Cruelty Free International, invite others to join us in turning these conversations into action.”

Coty plans to make the majority of its other makeup brands, which includes Clairol, Rimmel, and Max Factor, cruelty-free by 2020. The iconic makeup brand is not alone in mainstreaming cruelty-free products.


COVERGIRL is cruelty-free, but many of its products are not vegan. In an email to cruelty-free lifestyle blog Ethical Elephant, the brand wrote, “Our products do not contain or use in their manufacture any animal derived ingredients with the exception of lanolin, beeswax, sodium Chondroitin sulfate, and atelocollagen.”

A representative said last Novermber that COVERGIRL is working on a list of vegan products, but the list has not been released yet.