Avon will first earn the Leaping Bunny logo for its Fragrance, Avon Care and Anew ranges with the rest of its product lines due to obtain approval within a year
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Avon has announced it is partnering with Cruelty Free International so it can start the process of becoming Leaping Bunny certified.
According to the global cosmetics giant, the first of its ranges to obtain the prized bunny logo will be Fragrance, Avon Care and Anew.
All of its other product lines are set to earn the accreditation, which is considered the gold standard for cruelty-free products, within the next 12 months.
In a statement, the cosmetics giant said that getting the accreditation will provide ‘the strongest guarantee that we are doing all we can to be cruelty free’.
In order to receive the accreditation, brands and their supply chains have to be audited ‘rigorously’, meeting stringent requirements.
Avon – cruelty free and vegan?
Avon’s partnership with Cruelty Free International will likely please consumers who are keen to avoid animal tested cosmetics.
Until now, the company has consistently been defined as not being cruelty free, with many citing the brand’s presence in mainland China (where companies have to test their cosmetics on animals by law).
According to Avon, while it will continue to sell in China, it has ‘reformulated products and discontinued certain ranges to ensure [it] could continue to deliver great quality products to [its] customers in China, without compromising on [its] longstanding commitment to animal welfare’.
Vegans should note that while the brand is planning to be accredited across of all its product ranges within the year, not all products will be vegan-friendly as it still uses some animal-derived ingredients.
However, this could change in the future, with Avon saying it is ‘working hard to incorporate more plant-based, natural and synthetic based ingredients into [its] products without having a negative impact on our precious planet and its resources’.
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Avon to become cruelty-free certified
The brand’s chief executive 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.”
Michelle Thew, chief executive at Cruelty Free International, 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 product range over the next 12 months. Welcome to the Leaping Bunny family!”
Now is the time to stop needless cruelty in the beauty industry – find out how you can help end animal testing
Featured image © Avon
