“Vowing to be cruelty free was an indisputable choice when relaunching, as it is of the utmost importance to not only our consumers but our company and brand values,” said Bliss CEO Meri Baregamian in a statement, while PETA Senior Vice President Kathy Guillermo added: “Bliss recognizes that no animals need to suffer and die to create amazing products, and we applaud their compassion.”

Bliss gave itself a makeover in February of this year, by eliminating parabens, phthalates, SLS, and SLES from its formulas, as well as making its entire line 100% cruelty-free. It relaunched with a 39-piece product line comprising upgraded cult favourites and new additions. The brand has also updated its packaging and is considering ways to make its processes increasingly sustainable, and it has a vegan skincare collection and a new cruelty-free spa menu in the pipeline.

The past few years have seen a rise in popularity of vegan and cruelty-free beauty brands eschewing ingredients that come from or are tested on animals, with headline brands such as Kat Von D, Too Faced, Urban Decay and Fenty Beauty by Rihanna leading the way.