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Mecca Maxima falsely claims they are cruelty free and Instagram followers call them out

22 February 2020


"Amid the growing demand for clean, vegan, cruelty-free and sustainable beauty, some brands are deliberately misleading consumers... The market for cruelty-free cosmetics, is estimated to reach $US10 billion in the next five years." Mecca Maxima recently caused a social media storm among their 620,000 followers after falsely declaring on Instagram that “all brands at Mecca are cruelty-free”. After many angry comments, Mecca backtracked their statement by writing, "We are against animal testing and we do not conduct or ask anyone to conduct animal testing on our behalf. We do have an incredible selection of brands that are cruelty free. Some of our brands have entered markets where government regulations require compulsory testing on animals, and are required to meet local requirements. As a result, these brands are not considered cruelty free."

Check the Choose Cruelty Free (CCF) List to make sure you are purchasing products that are certified as 'not tested on animals'.

The biggest reasons for cruelty free misconceptions are:

-Vague definitions of what it means to be cruelty-free -Limited industry regulation -Cruelty-Free and Vegan being used interchangeably. There are crucial differences: cruelty-free products and their ingredients are not tested on animals, while vegan products must not contain animal or animal-derived products. Mecca stocks more than 100 domestic and international brands, including M.A.C Cosmetics, Clinique, Benefit, NARS, YSL, GlamGlow, Estee Lauder and Shiseido. None of these brands are cruelty free. Find out about CCF Accreditation criteria here.

Read the full article summarised from the New Daily here.

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