Urban Decay decides not to sell in China

The American cosmetics company committed to ending animal testing has backed out of the Chinese market due to the country's testing requirements.

Urban Decay encountered a huge backlash from consumers when the brand announced it was considering selling its products in China for the first time.

In China, the government stipulates that animal testing on either ingredients or a finished product must take place, thus conflicting with Urban Decay's cruelty-free stance. A statement newly posted on the brand's website reads: "we did not feel we could comply with current regulations in China and remain true to our core principles."

Since being founded in 1996, the company has operated as a cruelty-free brand committed to ending animal testing and even produces vegan products, whereby no animal-derived ingredients are used.

READ: Urban Decay faces backlash over conflicting animal testing policy

The statement continued: "Following our initial announcement, we realised that we needed to step back, carefully review our original plan, and talk to a number of individuals and organisations that were interested in our decision."

Fans of the brand took to its Facebook page to voice their concern, with many writing that they would desert Urban Decay over its decision. The company also unsuccessfully attempted to organise a live webchat for consumers, which never actually took place, angering customers further.

"We regret that we were unable to respond immediately to many of the questions we received, and appreciate the patience our customers have shown as we worked through this difficult issue" says the brand.

Urban Decay hinted that it will hopefully revisit its foray into China eventually: "We know there are many progressive consumers in China who would embrace an opportunity to purchase non-animal tested products - our hope remains that we have the chance to offer Urban Decay products to these consumers someday in the future."