The global conversation around animal testing has gained renewed momentum following recent concerns surrounding the Ridglan beagle farms. While many international beauty brands are now doubling down on cruelty-free commitments, India’s homegrown beauty industry has quietly embraced these values for years.

“Being cruelty-free shouldn’t be a trend or a marketing claim; it should be the baseline,” says Eeti Sharma, Co-founder of Asaya. “Many Indian beauty brands were built with this philosophy from day one, long before consumers began actively demanding transparency and ethical practices.”

Asaya, a clean and cruelty-free skincare brand designed specifically for Indian skin, believes that consumers today are looking beyond product efficacy to understand how products are sourced, developed and tested.

Consumers are becoming far more conscious about the choices they make. The good news is that ethical, high-performance alternatives already exist in the Indian market. As Indian brands, we have an opportunity to lead this conversation and show that innovation and responsibility can go hand in hand.”

As awareness around cruelty-free beauty continues to grow, India’s homegrown brands may finally receive the recognition they deserve for practices they have championed all along. www.worldofasaya.com