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Urban Decay’s Response to L’Oreal Purchasing Them

I emailed my contact at Urban Decay to ask their thoughts on this purchase and to express my concerns. Here’s the response that I received back, with permission to share with you:

Urban Decay

“As for the sale, we want to reassure our customers/fans that although our ownership is changing, our principles have not. L’Oreal is the industry leader in finding alternatives to animal testing. We’re excited to have a partner who has made and continues to make important changes in our industry. Thank you again.”


Additional Statement from Urban Decay:
“Though our ownership is changing our policies are not. We just spoke to both the CCIC and PETA, and will keep our cruelty-free bunny icons. Urban Decay is staying cruelty-free and proud.”

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  • I was wondering if it would be ok for me to share your finding on my blog, . I will of course give your blog utter and complete credit . Please let me know.  
    -Camila Alvarez

  • Anytime I see “leader” (as in “world leader” or “industry leader” as above), I call shenanigans. This is classic marketing b.s. It’s used because that term can’t be qualified in any way.
    I was under the impression that L’oreal is one of the worst offenders, but if they happen to come out with evidence as to what steps they are taking, I’d be interested in seeing it.
    Something about the last part bothers me. They’re keeping their icons…but they don’t specifically say they’re not animal testing. It is often, “We’ll leave everything exactly as it is,” during buyouts, then a few months down the road that all goes to hell. UD may not have a choice…they signed their name on the paperwork and the calls will no longer be theirs to make.
    I will still wait to see how this goes, but I certainly don’t feel encouraged.

  • I’m very disappointed in Urban Decay’s recent decision. Especially after they declared that they would not sell in China.  I am no longer buying any products from Urban Decay.  It’s sickening that so many cosmetics companies are choosing this route and abandoning their cruelty-free status.

  • I’m still really skeptical of this. I believe that Urban Decay has good intentions. MAC did when Estee Lauder bought them too. As did Smashbox. It doesn’t always pan out. Especially when a company that as notorious for animal testing (and PR gloss to try and distract from it) like L’Oreal is involved.

  • Thank you for sharing this information, @Phyrra. Not all of us are have worked hard enough as bloggers to have Urban Decay contacts, and with all of the accusations and dramatic statements flying around right now, it’s nice to find an actual statement from UD themselves.
    I was shocked and felt my stomach sink when I heard about this, but then I remembered I’ve heard that L’oreal is working to eliminate animal testing. I don’t know if it’s true, I’ve just heard it. I hope some of what Sand1 is said is factual, I hope (s)he isn’t a shill for L’oreal or Urban Decay. I’d love it if Sand1 or anyone else could link to some legitimate info. I’m hearing all sorts of things from all over the spectrum, from “L’oreal hasn’t tested on animals in years” to “L’oreal eats babies,” but I’m having trouble finding reliable documentation proving anything.
    If L’oreal is fighting the EU legislation, then I am incredibly saddened and disappointed that Urban Decay allowed L’oreal to purchase them. I sincerely hope that the legislation passes, it’s nearly 2013 and we have the scientific resources to avoid animal testing entirely. This issue, and ones like it, are extremely, personally important to me.My diet isn’t entirely vegan yet, but I don’t wear leather or other animal byproducts (it’s a pain in the ass finding vegan shoes I swear), I don’t buy them as gifts, I don’t purchase non-vegan decor, etc. Plus I always buy cruelty free. I’m still struggling with animals as food, but it’s a no-brainer to me that no living thing should be harmed for one of my luxuries. Food is necessary for survival, makeup most definitely is not.Obviously the information that comes out over the next few weeks will have an impact on my decision to continue or cease buying UD products. I never fully recovered my faith in Urban Decay after the China incident, and I’ve felt for some time that they’ve moved away from their original practices, the things that made them my favorite high-end brand. Wow that’s a lot of words about makeup.

  • Sorry, Sand1, but you are not correct.  They are the company fighting the European rules that are supposed to take effect in 2013. They have NOT stopped it and they never have.  I’m not sure where you get your information but it is well-known that they have been and continue to animal test.

  • It’s true, L’Oreal has been in the cutting edge of finding alternatives to animal tests and from what I know they don’t conduct tests of cosmetics in animals for many years having been one of the (if not the) first big companies to stop doing it. They were the ones who developed the first artificial skin, for example. The regulation here in Europe, where L’Oreal is based, is very strict and the new legislations are being followed, more than in the USA. From what I know as a scientist the fact that it is still in PETA’s black list is because L’Oreal is not only a cosmetics company but also works and especially finances basic scientific research, helping to fight diseases like cancer, Parkinson or Alzheimer, giving scholarships and funding projects mostly for young female scientists. Some of these projects use animals when there is no other choice. I thought I should give this information because it might put things into perspective.

  • ‘Finding alternatives’ just means they’re going to be animal-testing. What a joke. Very disappointed in Urban Decay and will no longer purchase their products.

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