Avon secures Leaping Bunny approval as it strengthens commitment to animal welfare

Avon has partnered with Cruelty Free International, which sees the global beauty brand receive approval under its Leaping Bunny Programme.

Becoming Leaping Bunny approved underlines Avon’s 30-year commitment to animal welfare. The brand aims to "deliver products that meet customers’ needs without compromising its commitment to animal welfare, high product safety standards or adherence to regulatory requirements".

The first of Avon’s ranges to receive Leaping Bunny approval are Fragrance, Avon Care and Anew, with all other Avon product collections due to obtain approval within 12 months.

The Cruelty Free International Leaping Bunny Programme is the globally recognisable gold standard for cruelty free products.

It is the only cruelty free standard that requires a supplier monitoring system to be implemented by the brand, supply chain checking right down to ingredient manufacturer level, adherence to a fixed cut-off date policy and acceptance of regular independent audits to ensure ongoing compliance.

To obtain the approval, Avon’s entire supply chain has been "rigorously" audited, to ensure compliance with Leaping Bunny’s strict criteria.

Angela Cretu, CEO of Avon, said: “As a brand with a long-standing commitment to making the world better for all, I’m proud to announce Avon’s partnership with Cruelty Free International, building on our 30-year commitment to animal welfare.”

Michelle Thew, CEO of Cruelty Free International CEO, added: “I am delighted to announce our partnership with Avon.

"To work with them to help end animal testing for cosmetics and declare their Fragrance, Avon Care and Anew ranges officially approved under the Leaping Bunny Programme is a real milestone for the global brand."