High five to makeup brand Dermablend Professional who have just been certified by PETA as being officially cruelty-free.
Known for its high-coverage foundations, concealers and powders, Dermablend was founded by dermatologist Dr. Craig Roberts in the Eighties and is the first L’Oreal-established brand to hold the certificate.
Malena Higuera, Dermablend’s GM told WWD, “We felt it was important to seek third-party certification to reinforce and validate our commitment to cruelty-free and to show our consumers that we’re listening to their needs.”
In order to get the PETA ‘Beauty Without Bunnies’ seal of approval, Dermablend had to prove that every single process in the production and sourcing of its products was cruelty-free, The brand has also chosen to permanently remove two animal-derived ingredients from its formulas in a plan to eventually be completely vegan-friendly by the end of 2019.
Higuera explained: “In this industry, that takes some time to get into market, and so by the end of this year and the beginning of next year, those products will be flowing to the market.”
Regularly hailed as a wonder product for skin-sufferers, Dermablend is often prescribed by derms and surgeons for its high coverage abilities in helping conceal minor and major skin imperfections – from severe acne to facial burns and vitiligo. All the products are allergy tested, fragrance-free and last up to 16 hours when topped with the brand’s setting powder. The Legs & Body Cover camouflage is one of the brand’s best-selling items (it even covers up tattoos), alongside the Cover Creme which has twice the pigment of average foundations.
Here’s to hoping more L’Oreal brands follow suit…