LONDON — Family owned hair colour and care company NATURIGIN is the latest partner to join Humane Society International’s Be Cruelty Free campaign to end cosmetics animal testing worldwide. The company has pledged its support to help raise consumer awareness of the suffering of animals who continue to be blinded, poisoned and killed by the beauty industry, and in pressing countries worldwide to become cruelty-free cosmetics markets. NATURIGIN will support the campaign by educating consumers through customer communications and directly supporting advocacy initiatives and cruelty-free legislation in #BeCrueltyFree campaign countries.

Be Cruelty Free

Natural, organic, and cruelty-free, Denmark-based NATURIGIN’s mission is to create beauty products that are natural and beneficial to both the individual and the environment without compromising on quality or functionality. NATURIGIN stems from professional hair colour where the organisation has been changing the conditions for hair artists around the world for 20 years. NATURIGIN hair colour and care products are available worldwide through various webshops such as Vitaminshoppe in the US, Simply Natural in UK and Apotek 1 in Norway.


NATURIGIN founder Mette Lykkegaard said “At NATURIGIN we have never even considered testing on animals and are super proud to be a part of the global Be Cruelty Free campaign by Humane Society International to end cosmetics cruelty. There is no reason to needlessly maim and kill animals to test cosmetic products. Our focus is on creating quality products based on natural oils and minerals..At NATURIGIN we are proud to be the healthiest permanent hair colour available and now also the most responsible one.”

A warm welcome from HSI

Claire Mansfield, HSI #BeCrueltyFree campaign director said: “We are excited to welcome NATURIGIN to Humane Society International’s Be Cruelty Free campaign to end cosmetics animal testing. Cruelty-free companies like NATURIGIN prove every day that testing cosmetics such as shampoo and hair dye on animals is completely unnecessary in addition to being cruel. Hundreds of cosmetic companies around the world provide quality innovative products without animal testing, and with companies like NATURIGIN actively supporting the campaign we’re closer than ever to ending cosmetics cruelty worldwide.”

Be Cruelty Free Facts

Be Cruelty Free is the largest campaign in the world to end cosmetics animal testing. Globally there are #BeCrueltyFree campaigns in Australia, Brazil, Canada, China, India, Japan, Korea, New Zealand, Russia, Taiwan and the United States, where the campaign is led by The Humane Society of the United States. You can support the campaign and help make the whole world cruelty-free by taking the Be Cruelty Free pledge at