Ever Pure: The Vegan Line by L’Oreal
“Cruelty-free” and “vegan” are not adjectives that typically pop into the minds of compassionate shoppers when they think of L’Oreal, as the company has yet to sign PETA’s statement of assurance that it will never test new ingredients on animals. However, things seem to be changing with the cosmetics giant as it realizes that more and more caring consumers want only bunny-approved products in their medicine cabinets.
Introducing the Ever Pure hair-care line by L’Oreal. With “100% Vegan” emblazoned on the front, these botanical, sulfate-free products come in formulas for every hair type: whether you need to tame frizzies, moisturize dry hair, or infuse volume in fine tresses. L’Oreal indicates on the back of its Ever Pure products that they are not tested on animals.
We are thrilled to see that L’Oreal is focusing on vegan products and hope that it will make the compassionate decision to enact a cruelty-free policy that encompasses all its products. Please take a moment to write to L’Oreal to thank it for marketing products that compassionate people want. Politely ask the company to apply Ever Pure’s cruelty-free philosophy to all its products by signing PETA’s statement of assurance.
July 10th, 2009 at 12:17 am
Thank You L’Oreal!
It’s about time!
July 10th, 2009 at 1:28 am
Thanks so much L’Oreal! I am in the process of changing my lifestyle over to “green” and love the idea of your vegan products. If changes like these keep coming, we might be able to save our precious earth!
July 10th, 2009 at 3:21 am
Thank you for marketing products that compassionate people want to buy, I certainly shall, you are going down the right road.
July 10th, 2009 at 10:11 am
Finally!! Thank you SO much, L’Oreal…do you have any idea how many animals you just saved?? I excited to try these!
July 10th, 2009 at 12:13 pm
I work at Target and I actually stocked this product when it came out. I thought “how stupid that it says ‘vegan’ on the packaging, when they could still potentially be hurting animals!” And since they haven’t put the actual proof out there, I still will not buy it.
July 10th, 2009 at 4:23 pm
super cool!
July 10th, 2009 at 5:47 pm
They haven’t said that they are not going to test it on animals!!!!.
Just because something is vegan doesn’t mean it’s cruelty free.
L’Oreal have been using and killing animals for years. I don’t trust them,so they won’t be getting my money until they have proved themselves to be really cruelty free.( Maybe in 10 years time)
I prefer to buy stuff that has never been tested from the smaller companies that are newer eg Jason, Beauty without cruelty,etc Or even Co-op own brands with a fixed cut off date .
BOYCOTT L’OREAL ANIMAL KILLERS
July 10th, 2009 at 7:28 pm
In these times, it is so hard to find animal-friendly products to use in my daily routine. I know that I, and every other animal activist are grateful and hope that soon every other company will learn that beauty does not need to be obtained cruelly.
July 11th, 2009 at 1:37 am
Thank you L’Oreal! I love the conditioner!
July 13th, 2009 at 4:22 pm
these products are great! i was so happy when i saw them…but also skeptical, so i actually wrote PETA to verify they were in fact, vegan and cruelty free. i’m happy to say that not only has l’oreal made a smart and excellent choice by moving in this direction, they have also made fabulous products. perhaps this will reinforce the message that not only will people still buy your product by eliminating animal testing, in fact MORE people will buy them!
July 13th, 2009 at 4:40 pm
This is not a good thing. L’Oreal TEST ON ANIMALS.
This is just another corporate company noticing a gap in the market that they aren’t filling and doing anything they can to get more market share.
Don’t support this company until they stop animal testing. Buy from a decent company like The CO-OP, Beauty Without Cruelty or Weleda.
July 14th, 2009 at 3:11 am
I am with you Jojo! We need more commitment and action from L’Oreal!
July 14th, 2009 at 5:26 am
Yay, will certainly keep my eyes open looking for this always happy to support companies that support the earth.
July 14th, 2009 at 1:26 pm
FINALLY! i love loreal but i just never bought there products because of the animal cruelty! i am soo happy that this company at least was open minded and had a change of heart and realized and changes there faults
July 16th, 2009 at 7:50 pm
This is awful. L’Oreal still tests on animals, plus they’ve repeatedly refused to hire employees who aren’t white, so why do we want to give them our money again?
July 16th, 2009 at 10:58 pm
Calm down folks L’Oreal are not as compssionate as you would like to believe. All is not as it seems.
http://www.vegsoc.org.au/forum_messages.asp?Thread_ID=4620&Topic_ID=8
July 17th, 2009 at 9:54 pm
L’Oreal, you are taking a step in the right direction…but I will still not be purchasing/using/supporting your products/company until you become 100% Animal-Friendly, Cruelty-Free, No Animal Products, No Animal Testing, Vegan. THAT MEANS NO ANIMALS HAVE BEEN INVOLVED IN ANY WAY SHAPE OR FORM IN YOUR PRODUCTS AND/OR COMPANY!!! Got it??? Have I spelled that out clearly enough!?!?
Further, I will still not be purchasing/using/supporting your products/company until you sever all ties with any company that does otherwise.
Lastly, you must reliably sign PETA’S statement of assurance.
For the animals who suffer at the hand of man,
Claudia Kranchick
July 21st, 2009 at 6:41 am
Whilst I am pleased L’Oreal have brought out this product as it at least means they are recognising people’s wishes to shop compassionately, I whole-heartedly agree with Jo-jo that they’ve merely spotted a gap in the market they wish to fill. So it again comes down to profit. I have written to L’Oreal thanking for this change, but urged them to go 100% cruelty-free as until then I will not be supporting them. To those who will - remember that your money is still going towards a corporate company who hurt and kill animals! I don’t even use Body Shop products as they’re owned by L’Oreal and will not until they wear the Peta’s state of assurance symbol and / or BUAV bunny logo.
Keep it up compassionate shoppers - there still arne’t enough of us!
July 23rd, 2009 at 5:16 pm
Thank you…Please apply these principles to all of your products.
July 23rd, 2009 at 7:16 pm
thank you for this!!!!, welcome to the cruelty free world
July 23rd, 2009 at 7:59 pm
I’m excited! I need hairspray, I’m picking one up this weekend! Yeay!
July 23rd, 2009 at 9:17 pm
It’s about time. I stopped buying your products when I went vegetarian. Again, thank you.
July 23rd, 2009 at 10:43 pm
I will not buy from L’Oreal either because of the “Animal Testing” still being done by L’Oreal & other companies that L’Oreal deal with. Besides it must be 100% pure Vegan (No Chemicals) at all, only organic ingredients in cosmetics for people like me who are extremely senitive especially around the eyes.
So people listen up “Do Not Buy from L’Oreal” until they change their ways for good. And I mean for good.
July 23rd, 2009 at 10:51 pm
Thank you L’Oreal for listening to your consumers. We really appreciate your Ever Pure line.
July 23rd, 2009 at 11:35 pm
I’m holding off on the excitement until I see the ingredient list. So many personal care products out there vegan and non vegan alike still have harmful and potentially toxic ingredients in them. I’m glad they are making an effort to be compassionate and I commend them for that, but I’m still not convinced.
July 24th, 2009 at 12:18 am
oh yeah. about dang time.
im so tweeting this and blogging it EVERYWHERE!
July 24th, 2009 at 12:48 am
I was not using any of ur products before, since it was not ‘vegan’. Thanks so much for this positive step. I will try this range of hair products. Hope all your product will change into cruelty-free very soon…
July 24th, 2009 at 1:51 am
THANK YOU SO MUCH FOR CARING ENOUGH TO TAKE STEPS IN THE RIGHT DIRECTION, I HOPE YOU CONTINUE TO DO SO,AND GO 100% ANIMAL CRULTY FREE. IM SURE YOUR PROFITS WILL BE AS GREAT AS THERE ARE THAT MANY PEOPLE WHO STAND STRONG WITH THIS !
GO PETA!
IF YOU WOULD TAKE A MOMENT OF YOUR PRECIOUS TIME TO SEE WHAT IS DONE TO THE ANIMALS IF YOU HAVE A CARING HEART IM SURE YOU WILL GO WITH PETA!
July 24th, 2009 at 3:06 am
I think they should completely stop testing on animals, in this day and age there is absolutely no need to test on animals, so why do so!!
July 24th, 2009 at 4:29 am
WOW, this is really big!
I am very, very happy about these news - I hope Ever Pure is coming to Sweden too!!?
July 24th, 2009 at 6:44 am
Some years ago Paul McCartney was publicizing the cruel methods of L’Oreal - testing so many bunnies and animals in a very horrible way.
Now l’Oreal changes it’s mind. And that’s a great step for PETAS work.
July 24th, 2009 at 7:32 am
When will this be available in South Africa ?
July 24th, 2009 at 8:06 am
Good first step… when are they dropping ALL animal testings???
because I assume the company still tests all the other products and new ingredients…
Cheers!
July 24th, 2009 at 8:50 am
Finally….THANK YOU L’Oreal for becoming compassionate, I will definitely will buy your products now.
July 24th, 2009 at 11:20 am
I have just posted a comment to L’Oreal that although this haircare range is a good start, I still will not buy any of their products until they go cruelty free for ALL of their products. I am sticking with my known ‘bunny’ friendly companies until then. We need to vote with our $s!!!!
July 24th, 2009 at 11:35 am
This sounds like good news BUT it’s not! The Ever Pure line is a decoy to lure concerned & conscious consumers like us into buying the rest of their products which ARE tested on animals. L’Oreal has YET to sign the statement of assurance with PETA. This new line was created to deceive customers making them believe they are going cruelty-free all the way when in reality they are not. Do not fall for this! Write to L’Oreal and demand that all their products be cruetly-free.
July 24th, 2009 at 11:57 am
awesome- still waiting for them to commit the whole company to this practice before i give them any of my money, but it is finally a step in the right direction. I have not purchased any of their products, (no matter how much i want to) for over 10 years. and i am a huge consumer of beauty products!
Also- The Body Shop - PETA has it listed as Vegan. I have never heard that they are owned by Loreal. maybe someone should investigate this further at Peta?
July 24th, 2009 at 11:23 pm
I’m glad they’re trying to change their ways but I still very much despise L’Oreal. Whenever I see the adverts; I cringe 3X
July 25th, 2009 at 2:36 pm
I am waiting for the new cruelty free products here in São Paulo, Brazil. I had given up of Loreal before because I can’t accept the suffering which is caused to the animals, as most of the industries still do. Congratulations!
July 25th, 2009 at 3:08 pm
But L’Oréal test on animals!
It might be vegan but it’s tested on animals.
July 26th, 2009 at 7:21 pm
THANK YOU FOR TAKING A STEP IN THE RIGHT DIRECTION. I STOPPED BUYING YOUR COSMETICS ABOUT 10 YEARS AGO, WHEN I LEARNED ABOUT YOUR ANIMAL TESTING. HOPE YOU COMMIT TO CRUELTY FREE SOON.
July 27th, 2009 at 1:51 pm
thank you for think in the live of lovely animals many peopla will be happy whin theses products
July 27th, 2009 at 1:54 pm
Thanks for finally deciding to stop the animal testing! I may start to use L’Oreal products again, or at least won’t have to convince my mom not to buy them! Although, it would be best to apply the principles of the Ever Pure line to all of your products.
Thanks,
~Michael R.
July 28th, 2009 at 4:45 pm
This line smells absolutely AMAZING! I love it! Thank you L’Oreal!
July 29th, 2009 at 2:41 pm
I received a free sample of these in the mail, and the product itself is great. It does say on the package that the Everpure line is not tested on animals. I agree that L’Oreal has a long way to go, but if they get positive feedback from this, it may encourage them to keep going. Whether through small steps or large, large companies like this making the effort, whatever their true reason, is a move in the right direction. I can’t wait for the day that I can just go to the store and select a product without camping in the aisle and reading all the labels.
July 31st, 2009 at 11:35 pm
This is amazing news. I guess they finally listened to all the customer complaints. I’m not sure if this is a new marketing scheme, or way to win us vegans over, but either way, it works! I can’t wait to try out the products. Gracias!
August 2nd, 2009 at 5:54 am
Thank you so, so very much! I will go out of my way to try these new products because no animals were harmed to make them. I would certainly buy more of your products if they were also “cruelty free”
August 4th, 2009 at 3:12 pm
I just found out about this and I will be buying it today as well.
August 6th, 2009 at 4:26 pm
I really like this line it’s very moisturising just wish that they’d get rid of the parabens.
August 7th, 2009 at 3:46 am
THank you soooooo much.
August 11th, 2009 at 9:03 am
thank you for taking the time for making products like everpure, that are easy to find in supermarkets all over the world and doesn´t cost much:)
August 11th, 2009 at 8:13 pm
I still would never buy anything from L’Oreal because they still DO test on animals on their other products. I will opt to purchase products from companies whose philosophy is not test on animals, PERIOD. L’Oreal has a long way to go, they just want to get this piece of the market too. No way. Since they took over Body Shop I don’t buy from them, either.
August 14th, 2009 at 7:50 pm
wow, for so long every time i saw l’oreal products i wouldn’t even look at them but i’m glad things seem to be changing
August 14th, 2009 at 9:47 pm
Thanks so much for the vegan line. It is a big step in the right direction.
It will make it easier vegans on a budget to purchase a vegan product.
Looking forward to seeing more vegan products from you in the future!
August 17th, 2009 at 4:50 pm
I can not believe people whom are against animal testing actually buy these products from L’Oreal, knowing that they still performing terrible experiments on innocent animals i think they are hypocrites, customers are just giving L’Oreal money to carry on their barbaric work. If you are against animal testing they why buy from a company that do’s???? Just give a thought to the animals that are suffering in their hands next time your washing your hair.
August 19th, 2009 at 1:34 pm
Thank you, L’Oreal! And remember to send some of those to Brazil, because we don’t have any vegan product here.
August 31st, 2009 at 10:40 am
I am disappointed in PETA for even including L’Oreal on this list. It’s absolutely awful and a complete disgrace to what PETA stands for. Aren’t you guys the ones saying that we should boycott all products produced by a company that is not cruelty free? I don’t buy the BS L’Oreal is selling. This should be taken off the list.
August 31st, 2009 at 2:32 pm
Yeah for Loreal to finally produce a product that is crulety and animal free! And it only took you how long to realize this? I am glad that they have produced such a line BUT I will still not purchase any of their products until ALL their products are crulety and animal free. There are a tremendous amount of smaller companies that do this already. Let’s support the “smaller guy” and not the big corporations. With all the profit that Loreal has, there is absolutley no way in my mind that they need to continue to do such tests on animals for their products. All I can say it is a step in the right direction for them.
August 31st, 2009 at 5:37 pm
I refuse to make purchases from the L’Oreal companies until they choose to go completely and totally CRUELTY FREE.
As it stands, they’re simply using their vast financial resources to steal business from smaller, less powerful and more ethical companies.
September 8th, 2009 at 9:56 am
Yes, this is a good idea, but the profits from this product is still going to L’Oreal, who still test on animals, all this is doing, is tricking you into giving them money do do more animal tests.