e.l.f. Cosmetics drops animal hair bristles

OAKLAND, Calif. -- Beauty industry pioneer e.l.f. Cosmetics has ended its use of animal hair in every one of its more than 50 different styles of brushes and has switched to synthetic bristles.

The company says the decision was based on collaboration between e.l.f. Cosmetics and PETA.

"We have high quality brushes that are now 100 percent synthetic fibers. It was the right thing to do and we sincerely hope the rest of the beauty industry follows our approach," says e.l.f. Cosmetics Senior Vice President and Chief Marketing Officer Erin Daley. "As soon as e.l.f. found out that animals whose hair is used in brushes are deprived of everything that is natural and important to them, the company took swift and compassionate action," says PETA Senior Vice President Kathy Guillermo. "PETA is delighted to share that all e.l.f. brushes are now 100 percent cruelty-free."