Australian model, deejay, and acclaimed star of popular Netflix series Orange is the New Black Ruby Rose is the newest face of cruelty-free cosmetic company Urban Decay. In celebration of its 20th anniversary, the People for the Ethical Treatment of Animals-approved company recently introduced a line of both vintage and new shades of shadow pigments and liners. In June, Urban Decay will release 100 repackaged lipsticks—a combination of classic shades and 65 new colors—promoted by Rose’s “Most Addictive New Vice” campaign. The actress chose to support the cruelty-free brand because she believes “it’s a strong social message; it’s an important culture to promote.” Urban Decay follows strict standards against animal testing, and while the company currently uses some animal-derived ingredients, it reveals that it has “an ongoing initiative with our laboratories to not only create shades (and entire product lines) that are vegan from the start, but also to identify which of our non-vegan products can be converted.” Cruelty-free beauty options—such as Stella McCartney’s new perfume line endorsed by Madonna’s daughter Lola Leon—are finding increasing praise from celebrities for their progressive ethical stances.
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