100% Pure Refuses to Sell in China, Stays 100 Percent Cruelty-Free

All-Natural Cosmetics Pioneer Is the Latest Company to Avoid Lucrative Market as Long as Tests on Animals Are Required There

For Immediate Release:
July 8, 2013

Tasgola Bruner 202-483-7382

San Francisco – 100% Pure is staying true to its name: The all-vegan personal-care company, which has been on PETA’s list of companies that don’t test on animals since 2005, is the latest business to confirm to PETA that it will not market its products in China. The Chinese government currently requires cosmetics and personal-care companies to pay for archaic product tests on animals in order to market their products in that country. Countless rabbits, mice, and rats are poisoned, mutilated, and killed in these cruel tests, which are now banned in the EU, India, and Israel.

For refusing to put profits over principles, San Jose, Calif.-based 100% Pure will receive PETA’s Courage in Commerce Award. It joins the growing list of compassionate companies that have publicly pledged not to enter the Chinese market until the government’s requirements for cruel tests on animals are lifted.  This list includes top names in beauty and personal care, such as Urban Decay, NYX, Paula’s Choice, The Body Shop, Jack Black, and Yes To Carrots. Paul Mitchell Systems, Dermalogica, Pangea Organics, and Nature’s Gate all pulled out of China in order to stay cruelty-free. The full list of the more than 1,300 companies that don’t test on animals is available on PETA’s website, where consumers can also order their own free copy of PETA’s global Cruelty-Free Shopping Guide to take with them every time they shop.

“By staying out of China, 100% Pure is living up to its reputation as a conscientious, cruelty-free company,” says PETA Senior Vice President of Laboratory Investigations Kathy Guillermo. “PETA encourages all kind consumers to support the quickly growing list of ethical companies that have pledged never to harm animals anywhere in the world.”

Not all companies are 100 percent dedicated to being cruelty-free: Mary Kay, Avon, Revlon and Estée Lauder, which were on PETA’s list of companies that don’t test on animals for decades, started paying for poisoning tests on animals in order to market their products in China.

For more information, please visit PETA.org.

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 Ingrid E. Newkirk

“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind