This November, we’re excited to celebrate 18 years of Cruelty Free International approval! To mark this milestone, we invited the organsation’s CEO, Michelle Thew, to Bio-D to discuss the future of cruelty-free.
Our sustainability manager Heather sat down with Michelle to talk about the impact of cruelty-free approval on the household sector, along with changing consumer views. Together, they emphasised their commitment to ending animal testing worldwide, as we encourage others to join the fight.
Throughout November we’re also donating 18p per product sold on our website to Cruelty Free International. Shop to donate here.
Challenges in the fight to end animal testing
Michelle highlighted that whilst progress has been made, there’s still more to be done to end animal testing.
She explained: “There has been change across Europe, and more and more countries are now ending animal testing. But there is still low awareness around how household products are tested on animals. Some regulators still demand that animal testing takes place before a product is put on the market.
“This is something we’re working on, spreading the message that you should shop with brands like Bio-D that share our messaging. We’re taking this all the way to the UN.”
It was a pleasure to welcome CEO Michelle Thew to Bio-D HQ.
A shift in consumer behaviour
Both women were hopeful for the future, with Heather sharing how consumer behaviour has shifted in recent years.
She said: “Consumers are looking for third party approval to verify that the products they’re buying really are what they say they are. It gives customers reassurance.
“We’ve known customers to say they have actually switched brands because of the reassurance that Cruelty Free International approval gives. So, its hugely important and I can only see that increasing as time goes on.”
The importance of independent approval
Heather also highlighted the importance of external, independent approval.
She said: “In today’s world of greenwashing, independent approval from groups like Cruelty Free International really matters. It’s not always an easy process, but companies committed to cruelty-free values need to be transparent with their day-to-day operations.”
“It takes time and commitment, and that takes investment from the company. So, a company has to have that belief in the approval programme. It has to have that passion and the conviction that it’s doing the right thing.”
“There are probably ingredients that we could get in that are a lot cheaper but have been tested on animals. It’s about maintaining that criteria rather than making a few extra pounds – the cruelty-free approval comes first to us.”
With every new product or ingredient, we ask suppliers to complete a Cruelty Free International declaration before any other part of the process is discussed.
Michelle said: “Bio-D is one of our longest standing supporters, one of the companies that’s been with us the longest. Bio-D is supporting us to take our mission to the world. We won’t rest until every company has done what Bio-D does.”
Cruelty Free International is a leading organisation working to end animal experiments worldwide. Its aims include educating the public on protecting animals and championing cruelty-free living.
Shop to donate to Cruelty Free International here.
Interesting in watching Michelle and Heather’s discussion? Watch here:
