Aveda, the high-performance, vegan hair care brand that has opposed animal testing since it was founded in 1978, has announced this week that it is now approved under the Cruelty Free International Leaping Bunny Program.
To obtain Leaping Bunny approval, Cruelty Free International has verified that Aveda does not conduct or commission animal tests for its products, raw materials, and ingredients. The brand underwent a rigorous multi-year review process with Cruelty Free International to verify that its suppliers and manufacturers comply with all Leaping Bunny criteria for its products and ingredients. To maintain approval under the Leaping Bunny Program, Aveda will be audited every 12 months by Cruelty Free International to ensure continued compliance.
“Aveda was founded on the principle to care for the world we live in, and this includes always being opposed to animal testing,” said Barbara De Laere, Aveda’s Global Brand President. “We have been a leader in sustainability for more than 40 years and we are proud to underscore this commitment to our planet with our Cruelty Free International Leaping Bunny approval, the internationally-recognizable gold standard for cruelty free cosmetics.”
Obtaining approval under Cruelty Free International’s Leaping Bunny Program is a key component to Aveda’s goal of providing more transparency to the Aveda guest through trusted external organizations. The Leaping Bunny status applies to the full range of Aveda’s prestige hair, skin, and body care products, which are carried in thousands of salons and stores around the world. This includes Aveda’s hair color products, which are available exclusively at Aveda partner salons.
“Aveda has a well-deserved reputation for its decades-long commitment to ethical business and sustainability. I am thrilled that this now includes Leaping Bunny approval for Aveda’s products,” said Michelle Thew, CEO of Cruelty Free International.
A poll that was taken in 2019 by Cruelty-Free International revealed that 79% of American adults support a federal law to end animal testing for cosmetics; with 45% of the participants expressing strong support.
