After hearing the momentous news about Estée Lauder's $1.45 billion acquisition of Too Faced, fans were left seriously concerned. Cruelty-free beauty lovers know that Too Faced doesn't test on animals and takes this very seriously. However, new parent company Estée Lauder does test on animals, and makeup aficionados around the world demanded to know: would Too Faced's cruelty-free status change?
We are pleased to share that Jerrod Blandino, co-founder of the brand, has assuaged these concerns on Instagram. "I have built my life and my company with love, kindness, positivity, and compassion for animals and all of God's creatures," he explained. "That will NEVER change . . . It means everything to me."
He went on to add that his brand has "been a champion for animals since our beginning in 1998" and will continue to do so under Estée Lauder. "Rest assured we continue to have iron-clad rules in place that will ensure we will NEVER test on animals and we will NOT sell in China," he insisted.
China is known to have laws in place that require cosmetic testing on animals. For Blandino to announce that they will not distribute their products in China is a strong statement: despite the large retail audience in the country, his morals (and the safety of animals) are more important than money. Now that's beautiful.
Fans are pointing out that regardless of Too Faced's well-meaning intentions, purchases of their products will still end up going to a corporation that supports animal testing, but Instagram user @bxnniesandkxttens raised an excellent point: "My understanding is that if we support the cruelty-free brands, the parent companies will look at the success and maybe make some changes to their policies."
You hear that, animal lovers? Your support of brands like Too Faced, Urban Decay, and Kat Von D are a powerful reminder to the cosmetic industry that there is a large audience that won't accept anything less than cruelty-free beauty. If that's not a good excuse to keep shopping, we don't know what is.