The launch falls on the one year anniversary of the European Union sales ban on animal-tested cosmetics. Such testing is still legal however, and in some cases even mandatory in around 80% of countries around the world, including the U.S.
Of her involvement, Jenna says…
“I truly hope that in this day and age, the United States will follow other amazing countries that have already banned cosmetic testing. We as a global leader have not done that yet. That is absolutely disgusting to me.”
— Jenna Dewan Tatum (@jennaldewan) March 10, 2014
Go behind the scenes of her shoot as she discusses her passion for the project below:
Also check out her campaign billboard, currently on display in Los Angeles!