Why did Coty choose to pursue cruelty free certification for COVERGIRL?

We started our cruelty free certification journey with COVERGIRL, Coty’s largest cosmetics brand, to demonstrate our commitment to this issue and prove that achieving such an ambitious and rigorous certification can be done at scale. COVERGIRL is the largest cosmetics brand to receive the Leaping Bunny certification. This is a positive step forward as more people can afford, find and enjoy beautiful makeup products with the assurance that they are cruelty free. 
In addition, we will use the knowledge we have gained about global supply chain certification through this process to help drive more responsible practices across our brand portfolio and the beauty industry.