Avon receives Cruelty Free International gold standard


JOHANNESBURG, (CAJ News) – AVON has been awarded the globally-recognized gold standard for cruelty-free products under Cruelty Free International’s Leaping Bunny Programme.

As the first global cosmetics company to cease animal testing, Avon’s approval under the Leaping Bunny programme showcases the company’s 30-year commitment to animal welfare.

“I am delighted to announce our partnership with Avon,” said Michelle Thew, Cruelty Free International’s Chief Executive Officer.

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

Thew described this achievement as a milestone for the global brand and expressed enthusiasm for the continued partnership to approve the entire Avon product range over the next 12 months. “Welcome to the Leaping Bunny family!” she added.

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

The Cruelty Free International Leaping Bunny Programme represents the globally recognized gold standard for cruelty-free products, with requirements that surpass laws restricting animal testing.

To obtain this approval, Avon’s entire supply chain has undergone rigorous auditing to ensure compliance with Leaping Bunny’s stringent criteria.

For the past three decades, Avon has worked to end animal testing of cosmetics and advocate for non-animal testing methods. Their goal is to deliver products that meet customer needs without compromising their commitment to animal welfare, product safety standards, or adherence to regulatory requirements.

Since 2017, Leaping Bunny has experienced a 190 percent increase in brands inquiring about approval, indicating that global consumer demand for cruelty-free products is influencing how brands operate.

– CAJ News

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