Vegan Beauty Brand E.l.f. Cosmetics Donates Profits to Protect Farm Animals

E.l.f. cosmetics

Vegan and cruelty-free makeup brand e.l.f. Cosmetics has teamed up with five beauty bloggers and influencers to support animal rights organizations for the month of July.

Influencers Tashina Combs, Jasmine Rose, Haley Wight, Jkissa, and Weylie have each chosen one organization close to their heart, plus one of their favorite e.l.f. products. E.l.f. has pledged to donate 10% of the profits from the influencer’s chosen product to their specified organization.

The Physicians Committee for Responsible Medicine (PCRM) was chosen by Combs, along with the e.l.f. Baked Highlighter. Combs runs the Instagram account @logicalharmony with 33,000 followers. “Along with educating people, [PCRM] works to reduce unnecessary animal testing by helping to find alternatives to animal testing methods,” said Combs. Jkissa of @jkissamakeup, an Instagram account with 307,000 followers, has chosen Angel City Pitbulls and the e.l.f. Mad for Matte Jewel Pop Palette.

Save the Elephants and the e.l.f. Velvet Matte Lipstick was chosen by Rose (@msjasminerose), a vegan lifestyle blogger with 20,600 followers. “To me, [elephants] have an air of royalty and as such, they should be respected,” Rose said. Weylie (@weylie), who has 460,000 Instagram followers, selected the e.l.f. Ultimate Face Brush Roll with 10% of the products being donated to Animal Hope and Wellness, an organization working to end the Asian dog meat trade. Finally, Wight, who runs @cosmobyhaley with 970,000 followers, has chosen the e.l.f. Stardust Glitter Eyeliner and The Gentle Barn. “They help not just cats and dogs, but all farm animals who suffer the most with abuse from testing and factory farms,” Wight said.

Each of e.l.f.’s influencers advocate for cruelty-free, compassionate beauty. The industry is changing, with an increasing number of consumers on the lookout for products that are both vegan and cruelty-free. Shankar Prasad, the founder of Plum, a vegan and cruelty-free beauty brand based in India, told the Indian Express in May, “veganism is a relatively recent trend in beauty, and has coincided with the arrival of the thoughtful consumerThe thoughtful consumer goes beyond ‘I-me-myself’ and thinks about what goes into making the product s(he) is using.” 

In addition to e.l.f., vegan-friendly brands such as Lush and The Body Shop are working to change the industry into one that is more compassionate and ethical. In the last six years, Lush has donated $2.37 million to the fight against animal testing, and in March, The Body Shop erected anti-animal testing billboards in Times Square in New York.