Cruelty free isn’t a fringe movement anymore. Cruelty-free products are not just expected but demanded by consumers. They’re willing to walk away from brands that test on animals or use animal products. And even state legislatures, like the Virginia state Senate, are getting on board.

The state Senate recently passed a bill to ban the sale of new animal-tested products in the state by 2020, and the measure is now being considered by the state House of Representatives. That’s a huge win for animals, but for us humans it signals a market trend worth noting.

According to Market Research Future, the cruelty-free cosmetics market size is expected to keep a growth rate of 6% over the next five years in response to consumer awareness of animal testing and local laws. Virginia may be mulling the ban, but globally, the EU, Norway, Switzerland, Israel, Turkey, India, Guatemala, Taiwan and New Zealand have already gone cruelty free.

In response to these trends — and because it’s the right thing to do — consumer brands should strongly consider going cruelty free. And if your brand decides to take the plunge, you should tell the world about it with the help of a cruelty free public relations agency.

Why Go Cruelty Free?

For one thing, it’s unnecessary. Scientific advances have created ways to test for safety without putting animals through painful testing. However, from a purely business standpoint, not going cruelty free gives consumers a reason to pass your brand by when browsing for cosmetics. When the market for cosmetics is so crowded, why stand out for how animal-friendly you aren’t?

Market research supports the importance of ending animal testing, with 36% of women saying they prefer purchasing cruelty-free cosmetics and 43% saying they would stop using a beauty brand that tested on animals. With those statistics, it’s clear that going cruelty free is a smart business choice.

Cruelty-Free PR Can Help

Whether you’re heading in a new, cruelty-free direction with your cosmetics brand or you’ve always been proudly cruelty-free, consumers want to know about it. At Orange Orchard, we specialize in animal welfare and cruelty-free issues, and we can help you tell your story in the most effective way possible. This includes branding, content and social media strategies, feature stories in key media outlets, and more. If you would like to learn more about our agency and our passion for promoting cruelty-free brands, call us at (865) 977-1973 or contact Orange Orchard online.