Avon Products has announced its support for the Humane Society International's #BeCrueltyFree initiative, which is calling for a worldwide ban on animal testing for cosmetics.

The campaign is leading legislative reform to prohibit cosmetics testing on animals in all major global beauty markets by 2023.

Avon has committed to support the #BeCruetlyFree to drive regulatory change in key markets around the world – predominantly in Latin America and Southeast Asia.

Avon will also support the recently launched Non-Animal Cosmetic Safety Assessment Collaboration (NACSA). NACSA aims to promote best practice in animal-free safety assessment among companies and government health authorities to promote faster acceptance and use of modern non-animal approaches, particularly in countries where cosmetic animal testing is still required by law for some products.

By throwing its weight behind Humane Society International and joining its ever-growing network of supportive beauty giants, Avon believes an end to the era of cosmetic animal testing will be achieved more swiftly.

Avon says it was the first major cosmetics company to end animal testing 30 years ago and has decades of experience in developing non-animal approaches to product safety evaluation. It collaborates with partners across the world, including advocacy organizations and NGOs to accelerate the adoption of non-animal-test methods.

Louise Scott, chief scientific officer at Avon, said: "Avon's been working to end animal testing for 30 years, but as an industry there is still more to do. I'm proud of our contribution to driving change to date. But we're even stronger if we work with others. It's crucial that we open up more partnerships with other change-agents to end the unnecessary and unacceptable practice of animal testing for cosmetics."

Troy Seidle, vice president for research and toxicology, The Humane Society International, said: "We couldn't be more pleased to welcome Avon to our #BeCrueltyFree campaign family. As a household name in so many of our priority campaign regions thanks to its direct-to-consumer marketing model, Avon's reach will provide a significant boost to our efforts to abolish cosmetic cruelty across the globe. Other socially conscious beauty brands are encouraged to join Humane Society International in supporting meaningful legislative change to usher in a new era of ethical beauty worldwide."

Photo: On right, Avon's Glimmerhadow Liquid Eyeshadow, via Avon.com