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OAKLAND, Calif. — E.l.f. Cosmetics said it is no longer using animal hair in its brushes and has switched to synthetic bristles.
The company said the decision was based on strong collaboration between e.l.f. Cosmetics and the animal rights organization PETA (People for the Ethical Treatment of Animals).
“We have high-quality brushes that are now 100% synthetic fibers,” said e.l.f. Cosmetics senior vice president and chief marketing officer Erin Daley. “It was the right thing to do, and we sincerely hope the rest of the beauty industry follows our approach.”
“As soon as e.l.f. found out that animals whose hair is used in brushes are deprived of everything that is natural and important to them, the company took swift and compassionate action,” said PETA senior vice president Kathy Guillermo. “PETA is delighted to share that all e.l.f. brushes are now 100% cruelty-free.”
