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Beauty giant Velour has announced it will ‘transition into a 100 percent mink-free brand’ by 2021.

According to vegan charity PETA, the announcement follows its campaign which saw nearly 60,000 supporters urging the brand to make the change. 

‘Quality and innovation’

“We have been working relentlessly to create products that still stand by our promise of quality and innovation and one that does not require the use of Mink,” Velour said.

“As a brand, we will continue to level up and offer the best in class products and, as always, will be completely transparent throughout the process.”

The eyelash company also announced on Instagram it has not restocked any of its mink lashes during 2020. 

Faux-fur lashes

The announcement follows Sephora, the world’s largest beauty retailer, who recently announced it would also stop selling mink-fur eyelashes.

The company says it will only purchase synthetic or faux-fur lashes going forward. 

PETA Director, Elisa Allen, said: “There’s no difference between a mink coat and mink eyelashes when it comes to animal suffering.

“PETA is celebrating Sephora’s decision to join Too Faced, Urban Decay, and the scores of other brands that realize there’s nothing beautiful about stealing an animal’s fur.”