Saturday, March 15, 2014

KIND BEAUTY: Be Cruelty-Free Campaign

[ Be Cruelty Free] 

To celebrate the 2nd annual Be Cruelty Free week Eco Angel and actress Jenna Dewan-Tatum has teamed up with The Humane Society to promote a campaign to end cosmetic testing on animals. 

Being a passionate animal activist and vegan, Jenna was eager to be involved with this important campaign. 

"I am so honoured to work with The Humane Society to help end needless animal testing. Please help me make this change." - Jenna Dewan Tatum

Jenna's new simple and stunning Be Cruelty Free campaign image explains it all "Beauty shouldn't require animal testing." The Humane Society placed the ad on a huge billboard on Santa Monica Blvd, a busy shopping district in LA. The billboard will be up until March 31 to encourage people to choose cruelty-free beauty products as part of the campaign. 

Jenna features in a new behind the scenes video with celebrity photographer Don Flood to promote the campaign and explain why we need to ban needless animal testing in the cosmetics industry. Jenna lends her voice and her face to the cause.  

"I found it appalling that we are still testing on animals for cosmetics, for all sorts of products that we just absolutely don't need to be doing that anymore. I truly hope that in this day and age, the United States will follow other amazing countries that have already banned cosmetic testing. We as the global leader have not done that yet. That is absolutely disgusting to me."  - Jenna Dewan Tatum

Jenna's favourite cruelty-free beauty brands are Tarte and Josie Maran Cosmetics. "All the makeup I use is non-animal tested. Be conscious when you're buying cosmetics, please check the label and see if it says no animal testing. There are so many other ways to be doing this without involving and harming all these innocent animals." 

So how can we Be Cruelty Free? We can make a conscious effort to always check the labels and only buy products that are not tested on animals. We can also take action by supporting the Humane Cosmetics Act. The first-ever legislation to prohibit the manufacture and sale of animal-tested cosmetics which was recently introduced in the United States. If passed, the Humane Cosmetics Act would bring USA up to speed with a global trend that is moving away from animal tested cosmetics. Already in the US over 500 beauty and personal care product companies have adopted humane manufacturing policies and produce cruelty-free products, but there are still countless companies who continue to test on animals. So a change needs to be made. 

The Be Cruelty Free campaign is working toward the day when consumers will not need to check labels because all cosmetics will be safe and cruelty-free. So step up and join the campaign and Be Cruelty Free. 

For more information visit

Jenna Dewan-Tatum 


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