Kmart has officially become the first Australian department store to launch its own-brand range of cruelty free beauty products.
All cosmetic and personal care products across the Oxx and Anko brands have been approved under the Cruelty Free International Leaping Bunny Programme – a globally recognised gold standard for cruelty free products.
To receive this approval, the entire supply chain had to be forensically investigated, including all raw materials and individual ingredients.
The accreditation forms part of Kmart’s ‘People and Planet’ campaign and the decision will likely pave the way for other big-name brands to follow suit.
The move means Kmart’s own-brand beauty products will now include the internationally recognised symbol so customers can shop with confidence and know the buys aren’t tested on animals.
On Monday the affordable range was released in stores and online nationally, featuring a retinol serum, glycolic acid, retinol cream cleanser, niacinamide cream cleanser and serum, and salicylic acid exfoliating pads.
There’s also a selection of makeup buys including lip balm, eyeshadow and blush.
Customers say the $3 Overnight Lip Mask is a ‘dupe’ of the $31 Laniege Lip Mask, and the $8 12 Shade Eyeshadow Palette is often compared to the $88 Naked Urban Decay.
Michelle Thew, CEO of Cruelty Free International, told FEMAIL the Australian first is an exciting move for the brand that will likely ‘kickstart’ and ‘inspire’ other retailers to do the same.
‘Now Kmart has put in a year and a half of their time and resources into undergoing this extensive process,’ she said.
‘We are very excited to see the ripple effect of this move across manufacturers and suppliers around the world. It’s huge news.’
Nicola Farrell, Kmart’s business manager for beauty, also told FEMAIL that Kmart works with ‘likeminded’ suppliers and so they did no have to cancel any contracts as part of the leaping bunny programme approval process.
‘Our existing suppliers were already meeting all of our internal policies and standards,’ she said.
‘This was great as it meant that we didn’t have to discontinue any of our much-loved products, as it was merely a process change that allowed us to gain accreditation and give our customers that assurance that we are doing the right thing.’
The roll out was announced on social media and shoppers praised the discount retailer.
‘Such an important message,’ one person commented, another said: ‘Can’t wait to try this! Gorgeous!’
‘Not just fab and smooth on your lips but also cruelty free and so affordable. Win win all round,’ a third said.
Jemma, who goes by @jemmaexplores on TikTok, also shared a now-viral video showing off the range after spotting the buys in store.
John Gualtieri, Kmart & Target Chief Executive Officer added: ‘As a large-scale retailer we know that we have a responsibility to all the many lives we touch, including those of our much-loved animals.
‘We are delighted to have received cruelty free approval under the Leaping Bunny Programme, as it marks an important and significant step for our Kmart teams, who have been working incredibly hard over the last few years on incorporating sustainability and positive change into our products.’