Self-love and self-care have become the most important agendas of the 2020s, ever since the COVID-19 pandemic paused the entire globe for a good three years. Mental health took a toll and many decided to spend this time genuinely taking care of themselves, their skin, hair and general fitness.
Combine this with the eco-anxiety — a growing sense of fear around ecological cataclysm and its impact on the future — and millions of younger consumers in India and across the globe want to opt for products that are good not only for them but for their fellow species and the natural environment as well.
As a result, multiple eminent Indian direct-to-consumer brands — Mamaearth, Plum, Colorbar, Wow Skin Science, Fixderma — have received a great push for producing and selling domestic, cruelty-free products.
Cruelty-free means that the product was developed without running any tests on animals. It is estimated that
more than 115 million animals worldwide are used in laboratory experiments every year. While animal testing for medical reasons and the development of new drugs is not something that could be ignored, the use of animals for testing new formulas for cosmetics doesn’t entirely make sense either.
“Consumers have developed a strong sense of animal welfare and the need to protect them and protect the environment. So natural, cruelty-free brands are seeing more uptake than ever. That has become a major selling point for new brands in the market today,” Manish Chowdhary, cofounder of WOW Skin Science, told Business Insider.
For those who still have some doubts, the founders of top personal care and beauty brands answer some of the frequently asked questions (FAQs) about why one should switch to cruelty-free products.