Bliss teams up with PETA on cruelty-free beauty project

Beauty brand Bliss has become officially certified as cruelty-free by animal rights organization PETA.

The home spa label, which underwent a brand relaunch earlier this year, has been accepted into PETA's ‘Beauty Without Bunnies' program, which denotes cosmetics and wellness products that have been formulated without animal testing. Brands featured on the list have also committed to not sell their products in markets where animal testing is required by law.

"Vowing to be cruelty free was an indisputable choice when relaunching, as it is of the utmost importance to not only our consumers, but our company and brand values," said Bliss CEO Meri Baregamian in a statement, while PETA Senior Vice President Kathy Guillermo added: "Bliss recognizes that no animals need to suffer and die to create amazing products, and we applaud their compassion."

Bliss gave itself a makeover in February of this year, by eliminating parabens, phthalates, SLS, and SLES from its formulas, as well as making its entire line 100% cruelty-free. It relaunched with a 39-piece product line comprising upgraded cult favorites and new additions. The brand has also updated its packaging and is considering ways to make its processes increasingly sustainable, and it has a vegan skincare collection and a new cruelty-free spa menu in the pipeline.

The past few years have seen a rise in popularity of vegan and cruelty-free beauty brands eschewing ingredients that come from or are tested on animals, with headline brands such as Kat Von D, Too Faced, Urban Decay and Fenty Beauty by Rihanna leading the way.