Estée Lauder just acquired BECCA, a beloved cruelty-free brand. Before the acquisition, BECCA was 100% cruelty-free and had no plans of entering the Chinese market, where animal testing is required by law for cosmetics.

It’s still unclear whether or not BECCA will remain cruelty-free after the acquisition, but it doesn’t look promising.

Estée Lauder is pushing for the global expansion of the brand, and as you know, China is a huge market for cosmetics.

Here’s the statement from Estée Lauder chief executive Fabrizio Freda:

“We believe Becca Cosmetics is ready to be leveraged further.

We are well positioned to add amazing resources in social media, product development, research and development, and access to suppliers around the world. The other big resource is the access to global markets.”

They also claimed that the Asia-Pacific region is a key to this expansion.

The last cosmetics brand bought by Estée Lauder was Smashbox back in 2010. Smashbox lost its cruelty-free status when it started selling products in mainland China, where animal testing is required by law. Even though they eventually pulled out of China, Smashbox still technically “tests on animals where required by law”.

We’re hoping that BECCA will retain its cruelty-free policy and ethics, and won’t be passed down the “unless required by law” of its parent company.

Read more at The Business Of Fashion.

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Suzana Rose
By Suzana Rose|
Suzana is the founder of Cruelty-Free Kitty. She believes in ethical businesses and wants to see a global ban on animal testing. She loves cats, debunking myths, and shoegaze music.