West Sussex-based skincare brand Eternal Skincare has recently announced its approval under the newly rebranded Cruelty Free International certification program. This achievement reflects the brand’s dedication to transparency and independently verified standards.
Cruelty Free International’s certification is globally recognized as one of the most established and rigorous cruelty-free standards for cosmetics and personal care products. This recognition comes at a time when the organization has transitioned from its well-known Leaping Bunny branding to a new global identity, bringing attention back to the importance of independent certification in the beauty industry.
To gain Cruelty Free International approval, brands must meet strict standards throughout their supply chain, including detailed supplier monitoring and ongoing compliance. This certification sets itself apart from self-declared cruelty-free claims, as it requires brands to continuously demonstrate compliance with recognized standards. This gives consumers confidence that a brand’s claims are backed by independent assessment rather than self-declaration.
For Eternal Skincare, earning Cruelty Free International’s approval is a reflection of the brand’s commitment to transparency and providing customers with confidence in their product choices. Co-founder Fay Watt explains, “Consumers today are becoming more inquisitive, and that’s a positive thing. They not only want to know what goes into their skincare, but also the standards behind the products they choose. We believe trust is earned through openness and independent verification, not simply by making claims.”
This accreditation complements Eternal Skincare’s focus on creating fragrance-free skincare suitable for all skin types, including sensitive skin. The brand’s products are dermatologically tested for sensitive skin and developed with carefully selected ingredients known for their effectiveness and skin compatibility.
As the demand for transparency in the beauty industry continues to grow, Eternal Skincare recognizes the importance of independent verification in helping consumers make informed choices with confidence.
About Eternal Skincare:
Founded in West Sussex, Eternal Skincare offers fragrance-free skincare suitable for all skin types, including sensitive skin. The brand prioritizes transparency and uses carefully selected ingredients in their products. Their range is dermatologically tested for sensitive skin and is clinically tested where necessary. Eternal Skincare is dedicated to providing customers with confidence in the products they use daily.
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