36% of women prefer to buy from cruelty-free cosmetics brands, new data from virtual beauty app Perfect365 has revealed.
Investigating the importance of cruelty-free cosmetics, the company asked 15,000 women via its app whether they would stop using a beauty brand that tested on animals, with 43% saying that they would.
The survey also revealed how more consumers are consciously choosing cruelty-free beauty, as 24% of respondents said they used PETA's website to research which cosmetics brands tested on animals before buying.
Cara Harbor, Director of Marketing at Perfect365, said: “Based on our recent user survey, data seems to suggest a large percentage of the younger generation of women are expressing concerns about the testing of beauty products on animals.
“While animal testing has remained mostly unregulated, this study shows it is something beauty brands will really need to think about moving forward to meet consumer demands.”
Following its survey, Perfect365 has teamed up with two cruelty-free beauty brands, make-up brush brand BlendSmart and cosmetics and skin care company PÜR The Complexion Authority, allowing app users to try on four new animal-friendly make-up looks.
Tisha Thompson, Vice President of Marketing and Innovation at PÜR, said: “Formulating products that are cruelty-free has been in our DNA since the brand’s inception in 2002.
“We take pride in trailblazing this trend and look forward to showing beauty lovers that they can enjoy incredible products without the harsh animal testing.”
The survey results follow the recent introduction of new bills in Hawaii and California aiming to bring an end to animal testing.
46% of the beauty app's users said that they were happy about the proposed bill in California, US, which could see a ban on all beauty products tested on animals by 2020.