Personal care giant Procter & Gamble Company (P&G) is taking a bold stance against animal testing.

The conglomerate, which counts Olay, Pantene and SK-II among its brands, has teamed up with the animal protection organization the Humane Society International (HSI) to back its #BeCrueltyFree campaign fighting to ban animal testing for cosmetics in all major global beauty markets by the year 2023.

P&G will lend its support to the campaign -- which has been running since 2012 -- via joint education and capacity-building programs for non-animal alternatives as well as by continuing to explore animal-free approaches to safety assessment, and advocating for legislative change in key markets. The campaign will also focus on getting new methods accepted by regulators, and enrolling businesses and governments to adopt cruelty-free public policies and practices.

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"I'm proud of the passion and expertise our researchers have contributed already to this goal," said Kathy Fish, Chief Research, Development and Innovation Officer, Procter & Gamble, in a statement. "I know they will continue to be a force for good, providing leadership and advocacy to help achieve our shared vision."

P&G -- which does not use animal testing unless in countries where it is required by law -- has been working with the HSI for more than two decades on the development of animal-free cosmetics testing methods. "Our researchers have led or co-designed at least 25 cruelty-free methods that have replaced animal testing of cosmetic products," clarified Dr. Harald Schlatter, P&G Corporate Communications and Animal Welfare Advocacy. "HSI and the HSUS have been powerful partners in advancing these methods globally."

Animal testing has become a hot topic in the beauty industry lately, with multiple brands publicly shunning the practice. The Unilever-owned skincare and haircare giant Dove was awarded cruelty-free status by People for the Ethical Treatment of Animals (PETA) last year, as was the spa brand Bliss. Coty's Covergirl brand received the same status from Cruelty Free International, an organization that also joined forces with The Body Shop to protest against cosmetic animal testing.