Since its inception in 2004, KEVIN.MURPHY has prided itself on offering cruelty-free hair care. Now, with the launch of COLOR.ME, PETA has expanded its designation to include the colour range in its Beauty Without Bunnies program. The nonprofit is the largest animal rights organisation in the world with a focus on ending animal suffering and abuse.
“We are thrilled to be able to add this important designation to COLOR.ME by KEVIN.MURPHY,” states Murphy. “Our primary focus for the line was creating fashion-forward hair colours with natural looking results. The second focus was hair health, which is why infused the range with natural ingredients like honey, Shea Butter and pomegranate. We always look to source ingredients that are cruelty free and environmentally friendly. We really care about where our ingredients come from and look for sources that share our values.”
Having a cruelty-free line of colour reflects the brand’s heritage. KEVIN.MURPHY prides itself on the “Choices We Make,” a company-wide initiative to bring stylists and consumers products that keep in mind both the environment and its inhabitants, including animals.
For more information about COLOR.ME by KEVIN.MURPHY, visit www.ColorMeByKM.com.