Beauty brand CoverGirl has dispatched its very first skincare line, Clean Fresh Skincare, a 100% vegan products. Without precedent for 60 years, the brand is extending beyond makeup products and into a new beauty category.
The new Clean Fresh Skincare collection is making its debut with five items: a Hydrating Cream Cleanser, Priming Glow Mist, Weightless Water Cream, Mattifying Oil Free Moisturizer, and Dry Skin Corrector Cream.
“CoverGirl is an icon in the makeup aisle with a deep heritage in skin-forward products, so breaking into the skincare category is a natural evolution for the brand,” Andrew Stanleick, executive vice president, North America at Coty (parent company of CoverGirl), said in a statement.
“We know consumers are more skin-aware than ever and want ingredient-conscious products at an accessible price point. CoverGirl Clean Fresh Skincare is just that, and we can’t wait to get these special formulations in the hands—and on the faces—of CoverGirl fans everywhere.”
The Clean Fresh Skincare products are formed with natural ingredients, for example, cactus water, meadowfoam seed oil, rosewater, and vitamin C, which help to hydrate and improve skin texture and tone.
The new collection is also certified cruelty-free by non-profit organization Cruelty Free International and now can be found in the makeup aisle everywhere CoverGirl is sold.
In 2018, CoverGirl turned into the biggest cosmetics brand to become Leaping Bunny Approved by Cruelty Free International, which implies every one of its products are confirmed cruelty-free, regardless of where they are sold.
Cruelty Free International certifies cosmetics, personal care, and cleaning brands under its Leaping Bunny program, a globally-recognized guarantee that a brand has made a commitment to ending animal testing for its products.
To acquire its accreditation, CoverGirl needed to meet severe standards, for example, implementing a supplier-monitoring system and independent audits of its supply chain and ingredient manufacturers.
Furthermore, prominently, as a Leaping Bunny-confirmed brand, CoverGirl is not sold in China.
“We know we are not alone in wanting a beauty industry that is free from animal cruelty,” Ukonwa Ojo, chief marketing officer of Coty, said in a statement. “ And, working with Cruelty Free International, we invite others to join us in turning these conversations into action.”
Last year, CoverGirl dispatched a vegan alternative of its famous Lash Blast mascara. Implanted with argan and marula oils, CoverGirl’s first vegan mascara is available in four colors: Black Brown, Black, Very Black, and Pitch Black.