Perspectives and Purchase Decisions of Women in their 20s towards Cosmetic Products with “Animal Cruelty-Free” Label

The size of the beauty industry, especially cosmetics, cannot be separated from animal testing in its operations, where animals are treated inhumanely for the sake of product development.Many cosmetic companies worldwide still engage in animal testing, which undoubtedly has negative effects on the surrounding environment, both in the short and long term.This study aims to analyze consumer perspectives on cosmetic products labeled "animal cruelty-free" and whether this label influences purchasing decisions, as well as to raise awareness among Indonesian consumers and cosmetic companies not to conduct animal testing in product development.Although all respondents are aware of and feel responsible for the ethical issues surrounding animal testing in cosmetic development, not all interviewees prioritize the "animal cruelty-free" label in their purchasing decisions.This means that some still prioritize product quality over the ethical efforts behind it.This research uses a qualitative method where the data is collected through interviews with young adult women in their 20s who have been using cosmetic products for at least 1 year and have an interest in ethical consumption issues.