August 31, 2011
Beauty Without Cruelty (BWC) has endorsed Beautiful Earth products as cruelty free. Approval by BWC comes after all the requirements are met including a firm commitment of not testing on animals and/or causing animal suffering after a fixed date at least five years prior to the application. All ingredients are scrutinised and suppliers of ingredients are required to officially confirm the same.
Although Beautiful Earth has been registered with PETA (People for the Ethical Treatment of Animals) almost since inception, it was decided to also get BWC approval since the organisation is better known amongst some of the South African consumers.
Says Ciska Venter, General Manager: “We are elated with the endorsement and proud to publicly show our commitment towards cruelty free products. The welfare of animals is part of our sustainability policy and underscores our value system”.
All new packaging will carry the BWC logo.
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