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e.l.f. Ends the Use of Animal Hair In Its Brushes

The brand has switched to synthetic hair for its applicators.

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By: Marie Redding

Senior Editor, Rodman Media

e.l.f. Cosmetics has announced it has ended its use of animal hair in every one of its more than 50 different styles of brushes and has switched to synthetic bristles, which the brand says is a superior material.

The decision was strongly influenced by PETA, the brand says.

Erin Daley, the brand’s sr. VP / Chief Marketing Officer, said, “We have high quality brushes that are now 100 percent synthetic fibers. It was the right thing to do and we sincerely hope the rest of the beauty industry follows our approach.”

Kathy Guillermo, PETA’s sr. VP, explained, “As soon as e.l.f. found out that animals whose hair is used in brushes are deprived of everything that is natural and important to them, the company took swift and compassionate action. PETA is delighted to share that all e.l.f. brushes are now 100 percent cruelty-free.”

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