make my beauty kit cruelty-free. Armed with good intentions and a smartphone, I thought I would have no trouble – but I was wrong.
International law has many loopholes and I found that some popular brands were slipping through the net (any product that is sold in China, for example, must be tested on animals).
Dig deeper into the industry and you find even more grey areas: ingredients ‘hidden’ in complexes to keep brand secrets ‘safe’ from rivals, no rigid rules around what ‘clean’ or ‘green’ beauty really mean, and rampant greenwashing.
Luckily, Cult Beauty has been listening to its customers who are struggling with the same issue. Partnering with transparency tech platform Provenance, in 2020 it launched its Cult Conscious category – an.
Read more on msn.com