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U.S. women want cruelty-free cosmetics


According to a new U.S. survey, American women are more likely to purchase cosmetics and toiletries labelled ‘cruelty-free’ than those without the all-important label.

The survey, which was conducted by, a leading online retailer of health and wellness products including organic beauty and personal care items, found that more than three-quarters of respondents said it was either "extremely important" or "somewhat important" that the products they buy are labelled ’cruelty-free.’ 

The overwhelming majority, 74.6%, would purchase a product labelled "cruelty-free" over one without that label if other factors, such as price and quality, were equal

Responding to this demand Vitacost, has recently launched a new cruelty-free specialty store,, which showcases beauty and personal care products that are not tested on animals and are independently certified under the Leaping Bunny programme, managed in the USA and Canada by Cruelty Free International’s partner, the Coalition for Consumer information on Cosmetics (CCIC).  Brands listed include Beauty Without Cruelty, Avalon Organics, Jason, Desert Essence, Devita, Tom's of Maine, Reviva Labs, Kiss My Face and Alba Botanica.'s Chief Marketing Officer, David Zucker, Ph.D., said the company is proud to offer today's beauty consumer the ethically manufactured, organic products they are seeking, at great prices. "Marrying together the cruelty-free label and the discount price tag gives today's savvy cosmetics customer the opportunity to look great for less, while upholding personal morals and values."