The founders have been involved in cruelty-free cosmetics throughout their careers. Two of the founders, Liz Weir and Mark Constantine, began in 1977 when they launched a treatment business, Constantine and Weir. In the 1980s, the founders worked with Cruelty Free International (previously known as BUAV), with the aim of developing an ethical testing standard, specifically for cosmetic companies. The project with Cruelty Free International led to the creation of a cruelty-free standard still used today in the field of cosmetics.