Paul Mitchell is well-known as a cruelty free brand, and that’s probably because they make a point of continuing to shout about it. It’s part of their identity, says their latest campaign, with the tagline ‘Never have done, never will’
Founded in 1980 by friends Paul Mitchell and John Paul DeJoria, the brand have never tested on animals, and have always spoken up about it. This year, the sales of all their retail sets and campaign- branded products will go to Cruelty Free International, the leading organisation working to end animal experiments worldwide. Over 80% of countries, sadly, still test on animals.
Cruelty Free International, with international partners, developed the Leaping Bunny logo, the only globally recognised symbol guaranteeing that no animal tests were used in the development of any certified product. Ricky Gervais is a celebrity supporter of the organisation.
“We have found that there is still a lack of awareness of Paul Mitchell being cruelty free.” explains Zoë Vears, Director of Publicity at Paul Mitchell. “We are proud that all Paul Mitchell products are certified by the Cruelty Free International Leaping Bunny logo, the international guarantee that no animals suffered for our products. The Paul Mitchell brand is committed to being cruelty free now and forever.”
Paul Mitchell hopes to raise in excess of £15,000 from sales, so if you are buying any of their campaign-branded products, then feel very proud for having donated to such a great cause.
Paul Mitchell products are available at salons, and visit paul-mitchell.co.uk for more info and stockists.