Personal care brand Mamaearth Declared Cruelty-Free by PETA

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.

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.

Shilpa Shetty Kundra has been so enamored of Mamaearth products that not only did she decide to become a brand ambassador, but she has invested in the company as well.

The world today is becoming more focused on natural, sustainable products. In the midst of this global shift, it is 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.