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The Body Shop is committed to becoming 100 percent vegan by 2023

The cruelty-free beauty retailer The Body Shop will be completely vegan until 2023. Founded in 1976 by British environmental activist Dame Anita Roddick, the retailer works with The Vegan Society to remove remaining animal products from its formulations. Currently, 60 percent of The Body Shop’s offerings are clearly labeled as “vegan,” including its iconic White Musk perfume – which does not contain the deer gland secretions found in non-vegan musk fragrances.

“Our decision to go 100 percent vegan is a natural next step for The Body Shop,” said Lionel Thoreau, global brand director at The Body Shop. “Thanks to our founder Anita Roddick, we were the first beauty company to fight animal testing in cosmetics and the first major global beauty brand to use cruelty-free musk in our fragrances.”

The Body Shop has partnered with Cruelty Free International for more than 20 years to work to end animal testing. However, from 2006 to 2017 the brand was owned by L’Oreal, which has a dirty history of conducting cosmetic animal testing. The Body Shop, now owned by the ethical Brazilian brand Natura & Co, wants to reconnect with its activist roots by going vegan and continuing to advocate sustainability initiatives like installing refill stations and expanding recycling programs to more stores.


“Body Shops’ ambition to achieve 100 percent vegan brand certification [its] shows an extensive portfolio of formulations [its] solid commitment to delivering the very best in products that are effective and environmentally friendly, ”said Chantelle Adkins, director of business development for The Vegan Society.

Cruelty Free Beauty

One of The Body Shop’s biggest competitors is the vegetarian brand LUSH Cosmetics, known for their colorful bath bombs, soothing lotions, and sustainability-oriented practices. While LUSH has always been cruelty-free and is vocal about ending cosmetic testing around the world, the brand still uses animal-based ingredients like honey in some of its formulations. In 2019, however, LUSH took a giant step towards becoming even more vegan by removing eggs from its products and stating that it was “not convinced that even the very best egg production is free from suffering”.

Instead of eggs, the brand now uses linseed oil and aquafaba (chickpea brine, which is often used as a vegan protein substitute in cooking). In recent years, LUSH has also consistently launched completely vegan lines, including a new hair care line with six products specifically designed for curly, wavy and textured black hair.

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End animal testing

The Body Shop and LUSH are two big companies that have been campaigning to end animal testing for decades and others are starting to join. While global campaigns like Humane Society International’s #BeCrueltyFree – aiming to end animal testing by 2023 – have seen momentum grow, brands previously tested on animals have given up the practice to appeal to customers looking for cruelty-free options.

Last month, hair care giant TRESemmé became the 24th Unilever-owned brand to commit to ending animal testing worldwide. TRESemmé has partnered with People for the Ethical Treatment of Animals (PETA) to participate in its Global Beauty Without Bunnies program and will start displaying its PETA-approved logo on its packaging from January 2022.

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