New York based e.l.f. cosmetics has been recognized in PETA’s Sixth Annual Proggy Awards as “Best Cruelty-Free Cosmetics”, together with Aveda (Best Cruelty-Free Spa Products), Avon Foundation/Dr. Susan Love Research Foundation (Most Innovative Health Charity), Eco-Tools (Best Cruelty-Free Makeup Brushes), Ocean Potion (Best Cruelty-Free Sunscreen) and Jack Black LLC (Best Cruelty-Free Men’s Personal-Care Products).
PETA, which stands for People for the Ethical Treatment of Animals, is the largest animal rights organization in the world.
Operating with the philosophy that "[e]very woman should have the opportunity to participate in innovation, without sacrificing her budget," e.l.f. proposes tweezers that come in a case sporting PETA’s cruelty-free bunny logo and reading, "e.l.f. Professional supports PETA in the Fur Free Campaign," and a full 50 percent of the proceeds from tweezers sales go to PETA.
