Cruelty Free International’s Leaping Bunny Program has officially recognized Aveda as cruelty-free.
Aveda is a global hair and skincare company with millions of consumers and tens of thousands of salons and spas.
While PETA had already certified Aveda as cruelty-free, the Leaping Bunny Certification is more widely known and more difficult to get. Cruelty Free International, unlike PETA, which merely demands written confirmation, expects corporations to prove their claims.
Aveda says it has never experimented on animals, but to confirm its cruelty-free reputation, it went through a “rigorous” multi-year review process. Audits will now be conducted every 12 months.
“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, global brand president of Aveda.
“We have been a leader in sustainability for more than 40 years. 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.”
Aveda Now Vegan and Cruelty-Free
Aveda also declared last year that it was turning vegan, removing honey and beeswax from its complete product range. Over the course of six years, more than 500 goods were reformulated.
One of the brand’s “biggest challenges,” according to vice president of research and development Christine Hall, was eliminating beeswax. This is due to its importance in the creation of “texture, structure, color payoff, and smoothness.”
However, it was finally able to build a new powerful and successful mix without the need for bees.
Aveda’s “well-deserved reputation” for ethical business and sustainability, according to Cruelty Free International’s CEO Michelle Thew. “I am thrilled that this now includes Leaping Bunny approval,” she said.
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