OAKLAND, Calif. — E.l.f. Cosmetics has ended its use of animal hair in all of its makeup brushes.

The beauty care brand said Tuesday that the change involves its more than 50 styles of brushes, which have now been switched to superior synthetic bristles.

According to e.l.f., the change was made with “strong collaboration” between the company and PETA (People for the Ethical Treatment of Animals).

“We have high-quality brushes that are now 100% synthetic fibers,” stated Erin Daley, senior vice president and chief marketing officer at e.l.f. Cosmetics. “It was the right thing to do, and we sincerely hope the rest of the beauty industry follows our approach.”

PETA noted that the bristles in many makeup brushes originally belonged to squirrels, minks, sables, boars, horses or other animals.

“As soon as e.l.f. found out that animals whose hair is used in brushes are deprived of everything that is natural and important to them, the company took swift and compassionate action,” commented Kathy Guillermo, senior vice president at PETA. “PETA is delighted to share that all e.l.f. brushes are now 100% cruelty-free.”

E.l.f. Cosmetics products are sold at CVS, Walmart, Target, Old Navy and other retailers nationwide.