Kmart has made a major announcement that all of its own-brand skincare and makeup products are cruelty free.
Australian shoppers can now be certain their favourite products across the budget retailer’s beauty brands – OXX and ANKO – have not been tested on animals.
In an Australian retail first, the affordable range has been produced under the Leaping Bunny program, and given an internationally-recognised logo to show shoppers the items are free from animal testing.
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Fans of the products have shared their excitement over the news, with many praising the company over the huge move.
“Not just fab on your skin but also cruelty-free and so affordable. Win win all round – would recommend,” one said.
Another shared: “So incredibly happy that I can shop Kmart beauty now. Will definitely be visiting.”
One suggested: “This is a huge leap.”
While another added: “Kmart you are amazing. Thanks for being the first Australian chain store to make the wonderful leap to get approved as cruelty-free.”
Approval must be given to the entirety of a brand’s finished products – individual products or items cannot be approved in isolation.
For Kmart to be approved, the program had to forensically investigate its entire supply chain, including all raw materials and individual ingredients.
“As a large-scale retailer we know that we have a responsibility to all the many lives we touch, including those of our much-loved animals,” John Gualtieri, Kmart & Target chief executive officer, said.
“We are delighted to have received cruelty free approval as it marks an important and significant step for our Kmart teams, who have been working incredibly hard over the last few years on incorporating sustainability and positive change into our products.”
To be given “cruelty free approval” under the Cruelty Free International Leaping Bunny Program, a supplier is required to introduce an entire supply chain review and ongoing monitoring system.
“We have seen first-hand the passion of the Kmart team in demonstrating their commitment to ending animal testing for the products we all use on a daily basis,” Michelle Thew, CEO of Cruelty Free International said.
“Kmart joins over 1,000 brands internationally as a proud partner of the Leaping Bunny family and is the first Australian retailer to obtain approval.”
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