“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.”

Global haircare brand Aveda has officially received its cruelty-free accreditation. The milestone follows the company’s decision to ditch all animal ingredients from its formulations and become a 100% vegan brand last year.

Cruelty Free International (CFI) – the leading organisation to end animal experimentation on a global scale – approved the haircare brand under its Leaping Bunny program.

This new certification further cements Aveda’s commitment to being a more transparent company, plus honouring its cruelty-free standards since 1978. The brand known for its high-quality hair care was already on the Logical Harmony Cruelty-Free Brand List for some time.

The Leaping Bunny status applies to the full range of Aveda’s signature hair, skin, and body care products. This includes hair colour products, which are available exclusively at Aveda partner salons.

The Leaping Bunny

The licence is a globally recognized gold standard for cruelty-free cosmetics, personal care, household and cleaning products. It is obtained after a lengthy and rigorous process in which brands have to truly commit to being cruelty-free.

In order to procure the approval, Aveda 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 the certificate, the brand will have independent audits every 12 months to ensure continued compliance.

‘Leader in sustainability’

Barbara De Laere is Aveda’s Global Brand President. She said: “Aveda was founded on the principle to care for the world we live in, and this includes always being opposed to animal testing.

“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.”

Michelle Thew, CEO of Cruelty Free International, added: “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.”

Is Aveda’s parent company vegan?

Aveda is the first Estée Lauder brand to be certified as cruelty-free through the CFI program

However, the parent company, which has many subsidiaries, still tests products on animals, including its namesake brand as well as Clinique, Bobbi Brown, La Mer, and Origins, among others.

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Mohsina Dodhiya

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