Virtual beauty app Perfect365 partners with cruelty-free makeup and brush brands

By Deanna Utroske

- Last updated on GMT

Virtual beauty app Perfect365 partners with cruelty-free makeup and brush brands
The beauty tech company recently conducted a survey of its users to learn where they stand the issue of animal testing and cruelty-free products. The resulting data guided the app’s latest brand partnerships.

Perfect365 surveyed users about animal testing following legislative proposals in Hawaii and California that would formally ban the manufacture or sale of cosmetics and personal care products tested on animals. (Read more on California’s proposed legislation here on Cosmetics Design​.)

“Based on our recent user survey, data seems to suggest a large percentage of the younger generation of women are expressing concerns about the testing of beauty products on animals,” ​says Cara Harbor, director of marketing at Perfect365, in a media release about the app’s new cruelty-free brand partnership.

“While animal testing has remained mostly unregulated, this study shows it is something beauty brands will really need to think about moving forward to meet consumer demands,” ​she says.

Consumer perspective

Perfect365 surveyed its own users right in the app interface. And, of the 15,000 women respondents, 36% said they only buy from so-called cruelty-free beauty brands.

46% are reportedly happy about California’s newly proposed animal-testing ban bill. 24% know of and report using PETA’s site to research and discover cruelty-free beauty and personal care brands. And 43% would stop using a brand’s products if the brand started testing on animals.

Survey respondents were also asked about their favorite beauty brands; and Perfect365 used these answers to forge new partnerships.

Brand partnerships

According to Perfect365’s media release, survey respondents pointed out the color cosmetics and skin care brand PÜR The Complexion Authority and the brush company blendSmart. And these are the app's two new partners.

Cruelty-free beauty is part of each brand’s ethos: “Formulating products that are cruelty-free has been in our DNA since the brand’s inception in 2002,” ​explains Tisha Thompson, vice president of marketing and innovation at PUR. “We take pride in trailblazing this trend and look forward to showing beauty lovers that they can enjoy incredible products without the harsh animal testing.”

And Lori Machiorlette, founder of blendSmart comments: “As a device company with a compassionate business model, it was an easy decision to oppose animal testing. Our premium synthetic brush fibers are cruelty-free and align with our commitment to foster a positive, healthy and supportive work environment.” ​(Read more about blendSmart in the Indie Beauty Profile​ featuring Machiorlette and her company.)



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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