October,
31st | Mumbai: In a major boost to India’s ethical and
sustainable cosmetics movement, toxin-free personal care brand Mamaearth has
just been certified cruelty-free by PETA (People for the Ethical Treatment of
Animals). Founded in 2016, Mamaearth has established itself as one of the top
toxin-free, all-natural personal care brands in India. Originally envisaged as
a line of safe personal care products for babies, Mamaearth has since expanded
to include a variety of unique and toxin-free products — from anti-mosquito roll-on
to tan removal facewash to an onion hair mask.
The cruelty-free certification is validation from
PETA that Mamaearth does not conduct or commission any animal tests — whether
it’s on ingredients, formulations or finished products. The certification also
implies that Mamaearth has pledged that they won’t indulge in these practices
at any point in the future either. This certification is yet another milestone
in Mamaearth’s journey of becoming a personal care brand with a difference —
one that believes in creating ethical, sustainable products that provide
long-term value for their customers.
Co-incidentally, Mamaearth is also hosting a
meet-and-greet with brand ambassador Shilpa Shetty Kundra on 1st November at
Novotel in Juhu, Mumbai. They will be announcing their PETA certification at
the event. Not only that, but the winners of the FirstCry contest will also be
awarded at this event and will get a chance to get up close and personal with
Mamaearth brand ambassador and supermom Shilpa Shetty Kundra.
Shilpa Shetty Kundra has been so enamoured of
Mamaearth products that not only did she decide to become a brand ambassador,
but she has invested in the company as well. During the course of this event,
Shilpa will spend some quality time with loyal Mamaearth customers; including a
yoga session, round-table discussion, and even some selfie time!
The world today is becoming more focused on
natural, sustainable products. In the midst of this global shift, t’s
heartening to see that an Indian brand like Mamaearth has managed to carve a
niche for itself in such a short time, that too in a crowded personal care
market. The PETA cruelty-free certification will go a long way towards
cementing Mamaearth’s positioning as a brand that is out to make a difference.
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