Safeway said that its entire range of own label toiletries have been officially approved as ‘not tested on animals’.

Under the cruelty-free scheme, the Humane Cosmetics Standard - run by the British Union for the Abolition of Vivisection - Safeway and its suppliers had to demonstrate that they did not conduct or commission animal testing and were both HCS compliant.

BUAV said that the Humane Cosmetics Standard was the world's only internationally recognized kitemark “for genuinely ‘not tested on animals’ products, run throughout the UK, much of Europe, Canada and the USA”.