Maybelline’s new “Green Edition” line is free of animal products. But is it vegan?

Beauty giant Maybelline New York has just launched Green Edition, a line of makeup products made without ingredients of animal origin. The range includes Mega Mousse Mascara, Balmy Blush and Superdrop Tinted Oil.

The new Green Edition line is part of Maybelline’s new Conscious Together sustainability program and is its first line to be certified by Cradle to Cradle, which assesses the environmental and social performance of products.

Maybelline’s new Conscious Together program consists of four sustainability goals it aims to achieve by 2030: a transition to 100% recycled plastic packaging; working with consulting firm South Pole to develop makeup recycling technologies; reduce carbon emissions by 50% over the full life cycle of its product; and uses 95% bio-based formulations for its products, derived from abundant minerals or circular processes.

The latest goal of its Conscious Together program has led Maybelline to develop its new Green Edition line which contains a minimum of 70% ingredients of natural origin. “At Maybelline, we all want to move forward and inspire the industry to move forward,” Trisha Ayyagari, Global Brand President of Maybelline New York, said in a statement. “We have examined the key areas where Maybelline could have a positive environmental impact and set ambitious goals that will guide our actions until 2030. We recognize that there is still much to do and we are committed to concrete actions that will take us will help accelerate our sustainable transformation.

Is Maybelline cruelty-free and vegan?

A plant-based makeup formula is only half of the equation when it comes to determining whether a beauty product is vegan or not, as animals around the world are tortured in labs for good. of beauty. The process of certifying a cruelty-free brand requires a thorough investigation of the entire supply chain, including all raw materials and individual ingredients, for all instances of animal testing. Neither Maybelline nor its parent company L’Oréal are certified cruelty-free by any certification body, which makes their products non-vegan.

L’Oréal’s animal testing policy states that it stopped testing its products on animals in 1989 and has been a leader for 30 years in the development of alternative methods to animal testing, including tools predictive assessment, imaging techniques and molecular modeling.

However, L’Oréal sells its products and brands, including Maybelline, in mainland China where animal testing is mandatory for many beauty products sold in physical stores. L’Oréal’s animal testing policy explains that it works with Chinese authorities to eliminate animal testing and has succeeded to some extent with the 2014 launch of shampoos, body washes and certain products. makeup that has not been tested on animals. In 2021, a new law came into effect in China that allows certain exemptions from animal testing for certain beauty products.

VegNews has reached out to L’Oreal to inquire about its efforts to secure exemptions from testing its products on animals under China’s new law.

VegNews.CovergirlSkincare2

CoverGirl goes cruelty-free

As animal testing in the beauty industry continues to be an issue, major companies are moving towards cruelty-free. In 2018, L’Oréal’s biggest competitor, Coty, obtained Leaping Bunny’s cruelty-free certification for its CoverGirl beauty brand, setting a precedent for a global commitment to ending animal testing. As a Leaping Bunny certified brand, CoverGirl is also not sold in mainland China.

Shortly after gaining cruelty-free status, CoverGirl launched Clean Fresh, its first vegan and cruelty-free makeup line that includes foundation, lipstick, highlighter, and blush. In 2020, the brand launched its first vegan Lash Blast mascara exclusively at Target. Last year, CoverGirl entered a whole new category with the launch of its first skincare line, which is also vegan and cruelty-free.

“Consumers expect brands to be leaders for positive change, so today CoverGirl is taking a stand to make cruelty-free cosmetics a mainstream reality,” said Ukonwa Ojo, Chief Marketing Officer of Coty Consumer Beauty, in a press release last year. “We know we’re not alone in wanting a cruelty-free beauty industry and, together with Cruelty Free International, invite others to join us in turning these conversations into action.”

VegNews.Bunny2

Permanently ban cosmetic testing on animals

As consumers push for brands to pull out of China until it reevaluates its animal testing requirements, governments around the world are passing laws to ensure animals no longer undergo painful cosmetic testing .

In the United States, California was the first to adopt a cosmetic animal testing ban in 2018, banning the sale of new animal-tested products in the state, followed soon after by Nevada and the United States. Illinois. Last year, Maine, Virginia and Maryland passed similar bans, which went into effect January 1, 2022.

Last year, Mexico became the first North American country to pass a federal ban on cosmetic animal testing, joining 40 other countries in adopting such a ban. Bans on cosmetic animal testing in the United States and Canada are pending reintroduction at the federal level.

For more on vegan and cruelty-free beauty, read:

Kylie Jenner’s entire makeup line is going vegan
Tresemmé is now certified cruelty-free, but is it vegan?

Je Body Shop pledges to go 100% vegan by 2023

JUST LAUNCHED! Vote for your favorite vegan products in the 2022 VegNews Veggie Awards.

Vote now

Comments are closed.