Beauty company E.L.F Cosmetics has switched to synthetic bristles in more than 50 different styles of brushes – ending the use of animal hair in its products based on a collaboration with animal rights company PETA.

The use of animal hair in cosmetic products come from squirrels, minks, sables, boars, horses, or other animals, while brushes with bristles from minks, sables, or squirrels are products of the cruel fur industry. Animals used for their hair are often raised in squalid conditions and fall under the animal cruelty term.

Erin Daley, E.L.F Cosmetics Senior Vice President and Chief Marketing Officer, said, ““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.”

Kathy Guillermo, PETA Senior Vice President, said, “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. PETA is delighted to share that all e.l.f. brushes are now 100 percent cruelty-free.”