(ANIMAL TESTING) A new startup and browser extension called Tribe launched this week, providing online shoppers with a tool to find out whether or not a company tests on animals.

When Tribe users select a product for purchase on Amazon, a small box appears in the corner of their browser to reveal information about the manufacturer’s animal testing methods, ensuring only cruelty-free brands end up in shopping carts.

Continue reading and view the video clip below to learn more about the browser extension. To add Tribe to your browser, simply visit JoinTribe.us.

Protesters with People for the Ethical Treatment of Animals (PETA) attended a news conference where it was announced that Los Angeles would ban the sale of fur products. Photo Credit: Richard Vogel/Associated Press

Tribe, Sydney Felker

Los Angeles, CA – Tribe, a browser extension, launched this week to give online shoppers an easier way to learn whether a company tests on animals. When Tribe users select a product for purchase on Amazon, a small box appears in the corner of their browser to share animal testing information on the product manufacturer. The free tool integrates seamlessly into the shopping experience, making it simple for animal lovers to choose products made by cruelty-free companies. Tribe can be added to your browser at JoinTribe.us.

Currently in beta, Tribe integrates information from trusted sources like People for the Ethical Treatment of Animals (PETA), the Coalition for Consumer Information on Cosmetics (CCIC, which administers the Leaping Bunny logo), and others, to identify companies that test on animals and those that don’t. Tribe’s mission is to empower consumers to make better shopping choices and encourage businesses to eliminate harmful practices.

“There is nothing worse than falling in love with a product and later finding out they test on animals,” said Founder, CEO, and dog-lover, Kim Pieper. “Tribe is a values-driven company that is focused on providing facts to consumers in the simplest way. We believe in empowering small acts to create real and meaningful change.”

Conscious consumerism is as strong as ever. A study of global consumers by Accenture Strategy reported that nearly two-thirds (63 percent) of shoppers prefer goods from companies that reflect their values. Tribe has the ability to influence millions of purchases daily on Amazon.

In addition to animal testing, Tribe is adding other information to the extension, as well as a feature that makes alternative product recommendations. “We have plans to address corporate practices, political giving, and many other issues we all care deeply about,” added Pieper.

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