Paul Mitchell throws its support behind new Cruelty Free Int

Paul Mitchell, launched in the US in 1980, has today launched a campaign in conjunction with Cruelty Free International to encourage more beauty brands to eschew animal testing for cosmetic purposes.

Speaking in London, John Paul DeJoria, co-founder and ceo of John Paul Mitchell Systems, said that the company has never tested on animals and never would saying: “We are teaming up with Cruelty Free International to show our support for this campaign and to prove that there are alternatives to animal testing which are more efficient and more cost effective.

“We have even recently pulled out of selling our products to China because of its animal testing policy. Have we taken a financial hit – we sure have. But as far as I’m concerned it has been worth it because we are standing up for our beliefs. We do however have offices in China and are working with the industry in China to try and change attitudes and show them that non-animal testing makes good business sense.”

Michelle Thew, ceo of Cruelty Free International, says that the brand has employed the services of actor Ricky Gervais to front the new campaign and it will be rolling out across media channels very soon.

She adds: “Great products can be cruelty-free and we are thrilled to have teamed up with Paul Mitchell to endorse this campaign. It’s a fact that 80% of the world’s markets still test on animals and this is something we must try and change in what is a year of key change for the cosmetics industry.”