'Colgate wants to make tubes a part of the circular economy by keeping this plastic productive and eliminating waste'

The announcement has been described as the brand's 'first crucial step to becoming cruelty-free' by animal-rights charity PETA

Some advocates argue this isn't good enough - and consumers should boycott the brand until its parent company stops all animal experimentation

The star appeared in The Humane Society's #BeCrueltyFree campaign against animal testing back in 2015

'Even with the temptation of the huge Chinese market, we decided that we would never compromise our stance on animal testing'

'Even couples who aren't themselves vegans are more empathetic than ever before, and they are keen to cater for guests with all dietary requests'