16 June 2024

Peace, Love and Cruelty-Free: John Paul Mitchell Systems and Winnie Harlow

John Paul Mitchell Systems reaffirms Cruelty-Free commitment with “Peace, Love & Cruelty-Free” campaign starring Winnie Harlow.

John Paul Mitchell Systems® announced the launch of the Peace, Love & Cruelty-Free campaign with leading brand Paul Mitchell® to reaffirm its commitment to no animal testing with global ambassador and animal lover Winnie Harlow as the campaign star.

Compassion for animals is deeply embedded in Paul Mitchell’s DNA. To celebrate the company’s heritage as a pioneer in cruelty-free hair care since its founding in 1980, Peace, Love & Cruelty-Free is a pledge for JPMS to remain steadfastly loyal to its furry friends.

At Paul Mitchell, we’re committed to making our community feel their best, starting in the salon chair. To best achieve this mission, it’s crucial that our professional-quality solutions are formulated with the utmost wellbeing of our community and planet in mind. This extends to all animals,” says Michaeline Dejoria, CEO of JPMS. “We were the first professional hair care company to take a stand against animal testing. ​​As a celebration of our heritage and our pledge to remain cruelty-free, we’re excited to unveil this campaign and raise awareness for this important cause.”

Michaeline Dejoria & Winnie Harlow

Peace, Love & Cruelty-Free is Paul Mitchell’s latest declaration to the beauty industry that being a cruelty-free brand and consumer is both crucial and ethical. 

As an animal lover, I believe beauty should never come at the expense of animals,” says Winnie Harlow, Paul Mitchell Global Brand Ambassador. “I’m proud to be the face of Paul Mitchell and remind others to spread kindness to animals, starting with beauty products that keep their best interest at heart.

To further the brand’s commitment, JPMS has partnered with Best Friends Animal Society®, a leading national animal welfare organization dedicated to ending the killing of dogs and cats in America’s shelters.

Best Friends has been so fortunate to have received support from the greater Paul Mitchell family for some time. This campaign with Winne Harlow and Paul Mitchell is just one more example of their commitment to our mission to Save Them All,” said Candi Maciel, Director of Corporate Partnerships from BFAS.

To help spread the message at large, JPMS created a paws-itively stylish set featuring a limited-edition t-shirt and a matching pet bandana to help benefit Best Friends Animal Society®’s mission to rescue, protect and provide hope to animals in need.

The Peace, Love & Cruelty-Free campaign is featured across media platforms and PaulMitchell.com – the corresponding set is priced at $30 and available on PaulMitchell.com


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