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6000 BCE
Ancient Egyptian Makeup
Egyptians began using natural ingredients such as kohl for beauty enhancement. -
Rise of Animal Testing
Companies began testing different makeup products on animals like mice. -
Fight For Cruelty Free Advocacy
Groups like PETA began exposing animal cruelty and called for change. -
Lush is a leading cosmetic brand being fully cruelty free
Lush launched one of the first brand, built around being cruelty free setting a new industry standard. -
More large brands like CoverGirl transition to cruelty free
CoverGirl became the largest brand to get a Leaping Bunny certification. -
Entry into modern cruelty free movement
More brands are transitioning or launching as cruelty free as consumers push for more ethical beauty.