Noughty Haircare Supports Cruelty Free International to Combat Animal Testing

FOR IMMEDIATE RELEASE---

[London, 2 June 2023] — Noughty, an award-winning, 97% natural hair and body care brand, is proud to have been the first natural haircare brand with the Leaping Bunny Programme stamp of approval, having fought against animal testing from its inception. As part of its commitment to the welfare of animals, Noughty will be donating £1 for every order placed on their official website, www.lovenoughty.co.uk, beginning on 9 June 2023 – 9 July 2023.

With animals continuing to suffer and die in the name of beauty – in the UK, EU and beyond, the need for a global organisation working solely on this issue has never been greater. Despite growing public concern and increasing availability of more humane and human-relevant non-animal methods, animals continue to be used in cruel and unreliable tests all over the world.

Although Cruelty Free International has driven progress worldwide, much more needs to be done. Only last month, in the UK, the issue of animal testing for beauty products again hit the headlines when the government only partially reinstated the UK’s 1998 ban on animal testing for cosmetics, in response to information revealed in Cruelty Free Internationals Judicial Review.

Recognising the urgency to eliminate this unethical practice, Noughty has taken a firm stance by aligning with Cruelty Free International.

Noughty’s donation initiative aims to raise awareness and provide crucial financial support to Cruelty Free International's ongoing efforts to promote non-animal testing and advocate for an end to animal testing worldwide. By pledging to donate £1 for every purchase made on their official website from 9 June – 9 July, Noughty invites customers to join them in making a significant impact in the fight against animal cruelty.

Claire Green, Brand Director of Noughty, expressed her gratitude for the initiative, stating, "At Noughty, we firmly believe that beauty should never come at the expense of innocent lives. By supporting Cruelty Free International, we are reinforcing our commitment to creating a world where animals are no longer subjected to painful testing for cosmetics. We are thrilled to donate £1 for every order made on our website for one month, empowering our customers to contribute to this important cause."

CEO of Cruelty Free International, Michelle Thew comments: “Whilst there has been progress in our aim to end animal testing, much more needs to be done. Here in the UK, we are urging the government to introduce a full ban on the testing of cosmetics ingredients on animals, and worldwide we continue to work to end this cruel and unnecessary practice. We know that consumers want to purchase products free from animal testing and great businesses such as Noughty are responding to that demand. This generous donation from Noughty helps us to continue our work to stand up for animals and we thank Noughty and their customers for standing alongside us. Together we can work towards a future where no animal suffers in a laboratory.”

Throughout the month of June (starting from 9 June 2023 – 9 July 2023), customers purchasing Noughty Hair and Body care products from www.lovenoughty.co.uk will not only be investing in their own beauty care needs but also directly contributing to the fight against animal testing. Each order will help raise funds that will be allocated to Cruelty Free International's campaigns and initiatives, aimed at raising awareness, lobbying for legislative change, and promoting cruelty-free practices within the industry.

Support Cruelty Free International by signing up to their newsletter and find out how you can help here.

About Cruelty Free International:
Cruelty Free International is one of the world’s longest standing and most respected animal protection organizations. The organization is widely regarded as an authority on animal testing issues and is frequently called upon by governments, media, corporations and official bodies for its advice or expert opinion. www.crueltyfreeinternational.org.

Media Contact
Genevieve Goncalves
Global PR Manager, Noughty
Email: genevieve.goncalves@kmibrands.com