In a move which has caused considerable concern among their loyal fanbase, iconic makeup brand, NARS, has confirmed that they have decided to make the brand's products available in China.

As animal testing is mandatory for all cosmetics companies in China, NARS can therefore no longer consider itself a 'cruelty-free' brand.

Having faced a barrage of criticism for their turnabout, the French makeup and skincare brand, which was founded in 1994 by François Nars, addressed the controversy on Instagram.

 

We want you to know that we hear you. The global elimination of animal testing needs to happen. We firmly believe that product and ingredient safety can be proven by non-animal methods, but we must comply with the local laws of the markets in which we operate, including in China. We have decided to make NARS available in China because we feel it is important to bring our vision of beauty and artistry to fans in the region. NARS does not test on animals or ask others to do so on our behalf, except where required by law. NARS is committed and actively working to advance alternative testing methods. We are proud to support the Institute for In Vitro Sciences (IIVS), a globally recognized organization at the forefront of advancing non-animal methods in China and around the world. NARS is hopeful that together, we can work toward a cruelty-free world. For more on the good work IIVS is doing, see: http://bit.ly/2rVjnwV

A post shared by @narsissist on Jun 27, 2017 at 8:18am PDT

"We want you to know that we hear you," they began in the post yesterday.

"The global elimination of animal testing needs to happen. We firmly believe that product and ingredient safety can be proven by non-animal methods, but we must comply with the local laws of the markets in which we operate, including in China."

Offering an explanation for their decision, they continued: "We have decided to make NARS available in China because we feel it is important to bring our vision of beauty and artistry to fans in the region."

"NARS does not test on animals or ask others to do so on our behalf, except where required by law. NARS is committed and actively working to advance alternative testing methods."

Hoping to appease their fans somewhat, they concluded by offering an insight into the strides they hope to make in the field of cruelty-free testing.

"We are proud to support the Institute for In Vitro Sciences (IIVS), a globally recognized organization at the forefront of advancing non-animal methods in China and around the world. NARS is hopeful that together, we can work toward a cruelty-free world."

Their announcement and motivation for the decision has not gone down well on social media, with members of the public announcing they can no longer consider themselves customers.

Guess I've bought my last @NARSissist product. Extremely disappointing to hear #NARS is no longer #CrueltyFree.

— Dayna (@dananabanana09) June 25, 2017

"So animals' lives are less important than your 'vision of beauty and artistry'," wrote one.

Another added: "This is such BS! Selling out and abandonning ALL values simply for business and money hunger."

It is so disappointing how many brands are cruelty free… until China calls. Beauty shouldn't be cruel. To anyone. Ever. Period. #nars

— Jackie (@JacksLorraine) June 28, 2017

'Global elimination of animal testing needs to happen' so why are you allowing this to happen then?"

"Why not refuse to trade unless they change the way they test products? You can't excuse putting the colour of you lipstick over a life." wrote another.

NARS products will remain 'cruelty-free' in other countries.