Earth Day 2022: India’s top cosmetics brands answer frequently asked questions about cruelty-free products

Self-love and self-care have become the most important agendas of the 2020s, since the COVID-19 pandemic put the whole world on hiatus for a solid three years. Mental health has taken a toll, and many have decided to spend this time taking genuine care of themselves, their skin, their hair, and their overall fitness.

Combine that with eco-anxiety – a growing sense of fear around ecological cataclysm and its impact on the future – and millions of young consumers in India and across the world want to opt for products that are not only good for them but also for their fellow species and the natural environment.

As a result, several prominent Indian direct-to-consumer brands – Mamaearth, Plum, Colorbar, Wow Skin Science, Fixderma – have been given a big boost to produce and sell domestic cruelty-free products.

Cruelty-free means that the product was developed without any animal testing. It is estimated that more than 115 million animals worldwide are used in laboratory experiments each year. While animal testing for medical purposes and the development of new drugs isn’t something that can be ignored, the use of animals to test new cosmetic formulas doesn’t quite make sense either. .

“Consumers have developed a strong sense of animal welfare and the need to protect them and the environment. Natural and cruelty-free brands are therefore more popular than ever. It has become a major selling point for new brands in the market today,” Manish Chowdhary, co-founder of WOW Skin Science, told Business Insider.

For those still in doubt, the founders of the biggest personal care and beauty brands answer some frequently asked questions (FAQs) about why you should switch to cruelty-free products.

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