Cruelty Free International’s Leaping Bunny programme is the globally recognized gold standard for cruelty-free products.

Global vegan beauty brand Avon has partnered with Cruelty Free International, to get certified under the Leaping Bunny programme.

Avon is a direct-selling company in the beauty, household, and personal care categories. It has been in business for over 130 years, providing products in skincare, cosmetics, fragrances, personal care, hair care and even jewellery.

According to the global beauty company, it has been the first to end animal testing and the Leaping Bunny certification underlines its 30-year commitment to animal welfare.

The certification is internationally recognized and brands are rigorously audited to ensure compliance with Leaping Bunny’s strict criteria.

The first Avon products to receive Leaping Bunny approval include fragrances, Avon Care and Anew.  The brand added that they are ‘working diligently through our remaining portfolio and are on track to secure approval for all Avon beauty products within the next 12 months’.

‘Commitment to animal welfare’

Avon’s CEO Angela Cretu 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.”

Cruelty Free International CEO Michelle Thew 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.

“I look forward to our continued partnership to approve the entire Avon product range over the next 12 months.”

Is Avon vegan?

No, Avon is not a 100% vegan brand. It has some products that are free-from animal byproducts,  however, the brand is not free-from animal ingredients.

In 2019, the beauty brand released its Distillery line, a vegan collection, which features skincare products such as a night cream, cleansing balm, SPF 25-day cream, vitamin C powder, and purifying oil.

Avon’s Farm Rx skincare collection is also vegan.

“There’s an increasing number of well-informed and socially conscious customers who have a huge amount of choice. Distillery comes after years of scientific research so customers still get the performance they require knowing we’ve been respectful about ingredients,” Gina Ghura, director of Avon’s future innovation team, said at the time.

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Mohsina Dodhiya

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