Every benchmark, every step towards a more caring, mindful approach to safeguarding the planet and advancing the reputation and integrity of the beauty and hair industry is worth applauding. We’re delighted to celebrate news that as a brand that has always been against animal-testing, Aveda is Now Leaping Bunny Approved by Cruelty Free International. In essence, all Aveda cosmetics and personal care products now have the globally recognisable gold standard of lsapproval for cruelty free products by Cruelty Free International. Here’s the full statement:
Way to go
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[1]. 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 Programme, Aveda will be audited every 12 months by Cruelty Free International to ensure continued compliance.
Barbara on Global reveal last year
“Aveda was founded on the principle to care for the world we live in, and this includes always being opposed to animal testing,” says 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.”
Obtaining approval under Cruelty Free International’s Leaping Bunny Programme is a key component to Aveda’s goal of providing more transparency to the Aveda guest through trusted external organisations. 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.
Michelle Thew, CEO of Cruelty Free International, says: “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.”
[1] The approval requires (i) a supplier monitoring system to be implemented by the brand, (ii) checks for cosmetic animal testing down to and including manufacturer level of the supply chain, (iii) adherence to a fixed cut-off date (March 11, 2013) and (iv) regular independent supply chain audits to ensure compliance.
To see more news of Aveda, click HERE
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