For fans of makeup, making sure the company you're buying from is cruelty free can be difficult.
While as a society we no longer accept animal testing as appropriate, there are still some cosmetics brands who action it.
Penneys PS… Beauty range has just been officially certified as a completely cruelty free brand, so if you're shopping there, you no longer need to stress over the unknown impact yur purchase could have on animals.
The Leaping Bunny mark the PS… collection has been awarded by Cruelty Free International means that the ingredients and manufacturers have been meticulously examined, and found to be completely cruelty free.
Speaking at the Dublin launch of the news, CEO of Cruelty Free International Michelle Thew said that over the last 18 months, Primark have opened up their production methods and subjected their products to an independent audit.
The Leaping Bunny accreditation guarantees that the company have been investigated thoroughly, and have been completely transparent with the ingredients in their products.
It's a guarantee from Cruelty Free International that shopping Penneys PS… range is shopping cruelty free.
'No one on the street wants this to be happening to animals,' said Thew, reflecting on the fact that as a society, we have moved away from accepting the barbaric conditions animals are put through for the sake of cosmetic testing.
'It's time to consign this to the history books,' Thew finished.
In a statement on the move, Primark said: 'Penneys has worked very closely with Cruelty Free International to rigorously audit the entire PS… product range over the last year.'
'The Leaping Bunny accreditation is the most trusted cruelty free certifica
'Penneys wants to let customers know that they can purchase their favourite PS… products with the guarantee that the entire range has been awarded the highest standard of cruelty free accreditation.'
As well as being cruelty free, there have been steps taken to ensure that the PS… products also line up with vegan ethics.
The vegan boom is well under way, with vegan options making their way out of speciality health stores and into major supermarkets and big brand names.
Veganism is on the rise, as consumers eschew eggs, dairy and meat in favour of mycoprotein and coconut-based substitutes.
The lifestyle also calls for an elimination of beauty products which test on animals, or include animal by-products.
With a huge brand like Penneys making an innovative move like this, we can only hope that other companies follow suit.