These days we demand a lot from our beauty products. We want a glow to rival Zendaya’s luminous cheekbones on The Challengers press tour. We want quality products that are economical, but that still tap into the latest trends. And increasingly, we want products that are ethically produced – be that clean, green, vegan or cruelty-free.
In the ’80s and ’90s, resistance to animal testing for cosmetic products was a major movement led by the likes of PETA and Cruelty Free International. Big campaigns shed light on the cruel practices that saw mice, rabbits, cats and dogs locked in cages in laboratories in the name of beauty. Despite positive progress, animal-testing remains prevalent today (even as the vegan beauty industry booms, worth an estimated $18.03USD billion).
It’s why Kmart has made a monumental move in ethical beauty: last year proudly announcing that all of its OXX cosmetics and own-brand skincare products are cruelty-free. Official certification comes from Cruelty Free International, a prominent animal protection and advocacy group, and Kmart is the first retailer in Australia to achieve this status with its own-brand beauty products.
At the heart of the partnership lies the Leaping Bunny Programme, a globally recognised gold standard for cruelty-free cosmetics and personal care. Each approved product bears the signature bunny logo, symbolising a steadfast commitment to animal welfare and ethical sourcing.
As with vegan leather or hemp fashion, there was a time when ethically made beauty equated to niche or off-trend, but that’s no longer the case. Kmart’s expansive OXX range covers off all the big trends in beauty right now: colour cosmetics for every TikTok tutorial and aesthetic, high-tech glow-boosting devices, and fresh and fun skincare.
Case in point: the OXX Skincare Watermelon Facial Serum, $8, a social media favourite packed with niacinamide and hyaluronic acid, and the OXX Skincare 6-Piece Serum Capsules, $4,neat little portions of retinol or hyaluronic acid that are ideal for travel.
Then there’s the newest cosmetics range, OXX Sparkling Rose collection designed to make you glow like Zendaya and the rest of the red-carpet crew. The OXX Cosmetics Sparkling Rose Blush and Highlighter Duo Set, $10, is a smart two-in-one compact that will take you from pasty to radiant with a couple of swipes.
Similarly, the lip kits, $10, are all you need for a long-lasting, lustrous pout, while OXX Cosmetics Makeup Brush Set, $18 is stocked with nine rose gold brushes you’d happily pull out for touch-ups.
And for a little self-care? There are gua shas, microdermabrasion wands, ice rollers and cleansing brushes to take your cleansing to the next level.
What sets the range apart is the entry-level prices, perfect for sampling a new device. The OXX Skincare LED Light Therapy Mask retails for $49, a fraction of the cost of its competitors, and emits specific wavelengths of light to boost your daily skincare routine. Simply pop it on, lay back, and relax in good conscience that your beauty routine is cruelty-free.
At Kmart, we believe all beauty and personal care products should be cruelty-free. Our own brand beauty is proudly cruelty-free and accredited by the globally recognised Leaping Bunny program. Supporting cruelty-free and delivering low prices is just one of the ways we’re helping create positive change. Now that’s a good feeling!
