Making the leap: Beauty giant Avon taking strides to hit gold standard for cruelty free products

Avon says it was the the first global cosmetics company to end animal testing and that by becoming Leaping Bunny approved it underlines its 30-year commitment to animal welfare. 

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

The Cruelty Free International Leaping Bunny Programme is the globally recognisable gold standard for cruelty free products, with requirements that go above and beyond laws restricting animal testing.

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

The Programme 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. More information on Leaping Bunny requirements can be found here​.

Avon has been working to end animal testing of cosmetics and for acceptance of non-animal methods for three decades. Avon’s goal has been to deliver products that meet customers’ needs without compromising its commitment to animal welfare, high product safety standards or adherence to regulatory requirements.

Since 2017, Leaping Bunny has seen a 190% increase in brands enquiring about approval, demonstrating that global consumer demand for cruelty free products is impacting how brands operate. 

Michelle Thew, Cruelty Free International CEO, said: “​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. Welcome to the Leaping Bunny family!”​

Angela Cretu, Avon CEO added: “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.”​