A gruesome exposé of the badger hair industry has led to a number of companies pledging to ditch the product.
As a result of the gory footage, Proctor & Gamble, Bonanza, and Beau Brummell have all resolved to stop using the hair.
"Gentle badgers were beaten with crude instruments, cut open, and left to die, all for badger-hair make-up and shaving brushes," said PETA Director Elisa Allen when the footage was released.
"PETA is calling on companies and consumers alike to reject these hideous blood brushes and embrace animal-free ones that no one had to suffer and die for."
Ditching badger hair
Proctor & Gamble was the first to drop the product, saying: "When PETA reached out to P&G about this report on the badger hair industry, we were very disturbed to learn of these terrible practices...With this in mind, we have decided to stop sourcing badger hair immediately in our The Art of Shaving business."
The conglomerate was then followed by Bonanza and Beau Brummell.
"Beau Brummell [and Bonanza were] quick to respond after learning that gentle badgers were caged and beaten to death for shaving brushes," said PETA President Ingrid Newkirk. "PETA urges shoppers and retailers to follow this company’s compassionate lead and stick to soft and luxurious synthetic bristles that no animal suffered for."