The company withdrew from the Chinese market in 2012 to avoid the legal requirement to animal test cosmetics there.
At an event in London to launch the partnership John Paul DeJoria, chief executive and co-founder of Paul Mitchell said, "Since Paul Mitchell was founded in 1980, we have been cruelty-free.”
“We do not conduct or condone animal testing on our products; we are working with the Chinese government until alternatives to animal testing methods have been accepted. I am delighted to support Cruelty Free International. Together we make a difference."
The hair care player is publicizing its cruelty-free message with exclusive products and special packaging in thousands of hair salons across the UK and Europe, all promoting Cruelty Free International.
Paul Mitchell is the only cruelty-free professional hair care brand to be endorsed by Cruelty Free International under the Leaping Bunny standard; the international no-animal-testing certification.
Last year, Paul Mitchell pulled out of selling to China after being informed that it would have to pay for animal tests in order to continue selling its products in China.
Different markets, different rules
Rather than be part of a market where animal tests are required, John Paul DeJoria made the decision to stop selling its products in China in order to remain committed to the company’s cruelty-free policy.
“We will not attempt to market our products in China until alternatives to animal testing methods have been accepted by the government,” said DeJoria.
The latest announcement is another step in the right direction for the industry in terms of removing animal testing.
Israel has already implemented a ban, India has taken strides towards matching its legislation with the West, and the proposed sales ban is due to come into play in Europe on March 11, 2013.