Sephora's historic cruelty-free move praised by fans

Sephora is following the footsteps of other cosmetic brands like Tarte in cruelty-free eyelashes. Photo / Babiche Martens.

French cosmetic giant Sephora has today announced their game-changing decision to stop selling mink false eyelashes.

Sephora decided to stop selling the mink false eyelashes online and in stores, as well as phasing out the current mink eyelashes in stock, after a campaign spearheaded by Peta.

The brand will now only sell synthetic lashes.

View this post on Instagram

BREAKING VICTORY: After a powerful PETA campaign and more than 280,000 emails from concerned shoppers like you, @Sephora has BANNED fur eyelashes! The world’s leading beauty retailer will only purchase synthetic or faux-fur lashes going forward. ⁣ ⁣ What a victory for minks! Leave a comment on @sephora's page thanking them for banning mink eyelashes! 🧡💛🐾⁣ ⁣ Tap the link in our profile to learn more: http://peta.vg/2ut5

A post shared by PETA (@peta) on Jun 30, 2020 at 10:52am PDT

The campaign involved more than 280,000 emails from concerned shoppers, along with a detailed video showcasing the realities of how mink eyelashes are produced.

A video from Peta revealed how mink fur commonly comes from fur farms, which they claimed were "often laden with maggots, feces and dead animals" according to their own investigations.

Beauty-lovers have applauded the retailer for its historic step.

FINALLY! Great job @Sephora https://t.co/r729wQQaUQ

— U92 SLC (@U92SLC) July 1, 2020

Victory! PETA & ALL OF US Persuaded @Sephora to BAN Fur Eyelashes🥰
YAY❣️THANK YOU SEPHORA❣️#BEAUTYHEROEShttps://t.co/maUHO60fKw via @peta @sephora_msia sephoraph… https://t.co/QEXt48vu6h

— Jennifer R. Glz. Del Pliego Varsikova Stodolskaya (@DelPliegoJen) July 3, 2020

So good to see a brand like Sephora are no longer selling mink eyelashes. I have never been able to understand how anyone can buy something that causes so much cruelty for just a bloody eyelash, especially when synthetic ones that are just as good, are even more easily available

— a l a n a (@notchinnn) July 2, 2020

Peta's executive vice president Tracy Reiman congratulated the cosmetic brand in following of other major beauty brands in the movement towards cruelty-free beauty.

"Peta is celebrating Sephora's decision to join Tarte, Too Faced, Urban Decay and the scores of other brands that know that there's nothing beautiful about stealing an animal's fur."