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Mumbai - In a major boost to India’s ethical and sustainable cosmetics movement, toxin-free personal care brand Mamaearth has just been certified cruelty-free by PETA (People for the Ethical Treatment of Animals). Founded in 2016, Mamaearth has established itself as one of the top toxin-free, all-natural personal care brands in India. Originally envisaged as a line of safe personal care products for babies, Mamaearth has since expanded to include a variety of unique and toxin-free products — from anti-mosquito roll-on to tan removal facewash to an onion hair mask.

The cruelty-free certification is validation from PETA that Mamaearth does not conduct or commission any animal tests — whether it’s on ingredients, formulations or finished products.

The certification also implies that Mamaearth has pledged that they won’t indulge in these practices at any point in the future either. This certification is yet another milestone in Mamaearth’s journey of becoming a personal care brand with a difference — one that believes in creating ethical, sustainable products that provide long-term value for their customers.

Co-incidentally, Mamaearth is also hosting a meet-and-greet with brand ambassador Shilpa Shetty Kundra on 1st November at Novotel in Juhu, Mumbai. They will be announcing their PETA certification at the event. Not only that, but the winners of the FirstCry contest will also be awarded at this event and will get a chance to get up close and personal with Mamaearth brand ambassador and supermom Shilpa Shetty Kundra.

Shilpa Shetty Kundra has been so enamoured of Mamaearth products that not only did she decide to become a brand ambassador, but she has invested in the company as well. During the course of this event, Shilpa will spend some quality time with loyal Mamaearth customers; including a yoga session, round-table discussion, and even some selfie time!

The world today is becoming more focused on natural, sustainable products. In the midst of this global shift, t’s heartening to see that an Indian brand like Mamaearth has managed to carve a niche for itself in such a short time, that too in a crowded personal care market. The PETA cruelty-free certification will go a long way towards cementing Mamaearth’s positioning as a brand that is out to make a difference.


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