Large cosmetics companies have routinely tested both raw materials and final products on animals to guarantee safety and eliminate potential irritants. And while fringier animal-rights groups have long considered the practice offensive, more and more mainstream shoppers have become sensitive to the issue. Pioneered by the meteoric success of the Body Shop back in the 1980s, brands like Aveda, Avon, L’Occitaine and even Mary Kay Cosmetics have made their against-animal-testing policies a key selling point.

MediaPost Publications – ‘Cruelty-Free’ Cosmetics Marketing Gets Big Boost From L’Oreal – 05/09/2007