LUSH Cosmetics is serious about stamping out animal testing. So serious, in fact, that the natural-beauty firm will offer £250,000 ($389,675) every year until the practice is banned worldwide. The inaugural LUSH Prize, which debuted Tuesday, will be awarded to groups or individuals around the world in the fields of cruelty-free scientific research, awareness-raising, and lobbying.

PRIZE FIGHT

“Our customers want safe cosmetics tested without the involvement of animals,” said Mark Constantine, co-founder of LUSH, at a media breakfast at The Ivy in London. “We went further and worked with our suppliers to stop the use of any animals for any of their safety testing. Sadly, animal testing for the cosmetics industry is still widespread. In fact, new legislation has increased it.”

The £250,000 will either be doled in one lump sum for a major breakthrough, or distributed across five minor categories.

The prize will either be doled in one lump sum for a game-changing breakthrough (namely a proof-of-concept toxicity pathway study), or distributed across five minor categories (science, training, lobbying, public awareness, and young researcher).

“In 21 years, a lot has changed but still much of the cosmetic industry cannot guarantee safe cosmetics tested without the involvement of animals,” Constantine said. “So here at LUSH we are trying another tack. Today we are launching a prize worth a quarter of a million pounds and we hope to fund the Eureka moment: when a breakthrough is made to end animal testing of cosmetics forever.”

Paws crossed.

+ LUSH Prize

+ LUSH