About the Company
Every once in a while the human spirit is gripped by such intense passion and commitment that it changes the course of history. Such was the case with Kathleen Long and Lady Dowding, whose love and concern for animals altered the course of cosmetic history forever. What began as the philosophy of one small company eventually affected every major cosmetic house worldwide and set a new standard for consumers and manufacturers alike.
In 1963, Beauty Without Cruelty was founded in England by the trustees of BWC Charitable Trust, an animal welfare organization. Its goal was to manufacture and distribute color cosmetics that were NOT tested on animals (as was the norm) and did NOT contain any animal ingredients. The driving force behind the project was Kathleen Long, a dedicated, life-long animal welfare activist, a cosmetician, and a vegetarian. Together Noel Gabriel & Kathleen developed the first full line of cruelty-free color cosmetics.
After Kathleen's death in 1969, Beauty Without Cruelty almost closed its doors but Lady Dowding, a founding trustee, was determined to keep the company and its purpose alive. Lady Dowding, a warm, open-hearted person, was a charismatic leader and BWC continued to grow and influence others.
In 1978, after tireless efforts, Lady Dowding appointed Joseph Piccioni as managing director of BWC. Joseph had considerable business experience and was dedicated to animal rights. He contributed his expertise, vision, and personal assets to develop BWC into one of the most sought after cosmetic brands in Great Britain.
In 1989, Beauty Without Cruelty was introduced in the United States. Based on the principles of high quality, fair pricing, and environmental sensitivity, BWC cosmetics quickly became one of the industry’s leading brands. Later that year, a skin care line was developed to compliment the color line from England. Its cruelty-free, vegetarian ethic was embraced by American consumers making it one of the most respected and recognized lines in the marketplace.
Today, Beauty Without Cruelty has a full line of body & hair care products that are cruelty-free and suitable for vegans and vegetarians, with no animal-source ingredients. The products are made with the finest ingredients and aroma-therapeutic essential oils. This body care line compliments the full line of colour cosmetics to meet the needs of every woman.