• Share to Facebook
    • Twitter
    • Email
    • Print

July 30, 2014

Miss Apricot Joins HSI’s Be Cruelty-Free Campaign to End Cosmetics Animal Testing in Japan

Humane Society International

  • Japanese consumers can show their support for to end to cosmetics animal testing by going online to sign the Be Cruelty-Free pledge. Adam Gault/Getty Images

TOKYO — Japanese cosmetics brand Miss Apricot has become the first exclusively Japanese beauty company to support Humane Society International’s Be Cruelty-Free Japan campaign to end cosmetics animal testing.   

The cruelty-free and vegan company will use online and social media to help raise consumer awareness about the situation in Japan which lacks legal regulations of cosmetics animal testing. It joins other cruelty-free retailers such as LUSH and Barry M who support the campaign globally. 

Kanae Matsubara, president of Miss Apricot, said: “Kindness to animals, people and the planet has always been at the heart of Miss Apricot, so the Be Cruelty-Free Japan campaign is a perfect fit. Animal testing is cruel to animals, but it is also bad news for Japanese consumers because these tests are so unreliable. Here at Miss Apricot to manufacture safe and effective products, we use ingredients such as plant extracts that are known to be effective and have histories of safe use as well as other plant-derived ingredients such as herbs that have been traditionally used for effective skin and hair care. We think our customers will be very enthusiastic to support Be Cruelty-Free, and help us rid Japan of cosmetics cruelty forever.”

According to Matsubara, Miss Apricot was founded in 1989 with the principles of being environmentally friendly and respectful of all life. She added that the company has never tested on animals. As the first cruelty-free cosmetic company in Japan, their beauty product range was launched following requests from citizens groups for cruelty-free cosmetics. Since those early years the company has expanded and its products are now available in organic stores throughout Japan as well as via their online store.

Besides educating customers, Miss Apricot also plans to launch a study session for its distributors and retailers so that the Be Cruelty-Free campaign can help educate and engage industry stakeholders in Japan.

Sakiko Yamazaki, HSI’s Be Cruelty-Free Japan campaigner, said: “We’re delighted to have the support of such an authentically cruelty-free and ethical beauty brand like Miss Apricot. This is a great example of a company that came into being because of Japanese consumer demand for cosmetics without animal cruelty. It goes to show that once Japanese consumers are made aware of how animals suffer needlessly in cosmetics tests, they want to see the practice banned. We’re looking forward to working with Miss Apricot to raise even more awareness.”

An opinion poll commissioned by LUSH Japan in 2013 found that nearly 90 per cent of respondents don’t want cosmetics manufacturers to use ingredients that are tested on animals.

Be Cruelty-Free Japan is a part of the largest campaign in the world to end animal testing for cosmetics. In addition to Japan, Be Cruelty-Free campaigns are in place in Australia, Brazil, Canada, China, India, Korea, New Zealand, Russia, Taiwan and the United States.

Japanese consumers can show their support for to end to cosmetics animal testing by going online to sign the Be Cruelty-Free pledge.




Media contacts:

HSI in Japan: Sakiko Yamazaki, syamazaki@hsi.org (English & Japanese)

                   Sachiko Azuma, 070-5584-9546, sazuma@hsi.org (Japanese only)

HSI in the United Kingdom: Wendy Higgins, +44 (0)7989 972 423, whiggins@hsi.org (English only)

Miss Apricot: Kanae Matsubara, 046-874-5270, hello@miss-apricot.com (Japanese only)



Miss Apricot is a natural cosmetics brand with a rabbit mark established in 1989 as a company that develops original products from an ecological perspective. The company proposes a lifestyle friendly to all living beings and works to preserve planet Earth and its rich nature for the next generation – on the Web at http://www.miss-apricot.com

  • Sign Up
  • Take Action
  • Take the global pledge to Be Cruelty-Free Sign Now

Media Contact List2