Make-up giant Rimmel London is now cruelty-free and certified with the Leaping Bunny logo

Author: Maria Chiorando

Read Time:   |  30th September 2022

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Rimmel London products all feature Cruelty Free International's famous rabbit symbol – but consumers should note that not all of its products are vegan


Rimmel London has joined Cruelty Free International’s Leaping Bunny Programme, meaning that all of its products are now certified as being cruelty-free.

Furthermore, Rimmel’s products are not sold in stores in mainland China or any other country that requires animal testing for cosmetics.

The make-up giant, which is one of the world’s largest beauty brands, say it is ‘proud’ of taking ‘the significant step of making cruelty-free products accessible’.

Cruelty Free International’s certification is widely considered to be the ‘gold standard’ when it comes to recognising cosmetics that have not been tested on animals.

In order to use the leaping bunny logo, brands must meet a list of criteria, including having their supply chains audited for animal testing, and submitting to regular ongoing independent supply chain audits.

Is Rimmel London vegan?

Consumers should note that while all Rimmel London’s products carry the leaping bunny logo, not all of its products are vegan-friendly, as some contain animal-derived ingredients.

This is an important distinction for conscious consumers to make, as the two labels have distinct meanings.

According to PETA: “Cruelty-free means that the product was developed without any tests on animals, while vegan means that the product does not include any animal-derived ingredients.”

It’s also crucial to note that companies can label their cosmetics vegan if they don’t contain animal products, even if the items, or their ingredients, have been tested on animals.

The brand’s ‘Kind & Free’ line is all animal-free, and offers a range of products including tinted moisturiser, nail varnishes, powder, concealer, mascara, and more.

According to Rimmel London: “All Kind & Free products are 100% vegan. A vegan product is one that contains no ingredients derived from animals, including anything that is a by-product from animals, like beeswax or honey.”


‘Welcome to the family’

In a statement sent to Vegan Food & Living, Cruelty Free International CEO, Michelle Thew, said: “We began our partnership with Coty in 2018, and I’m delighted to enter the latest phase of that with Leaping Bunny approval for Rimmel. 

“It’s such an important time for really major brands like Rimmel to demonstrate their commitment to a beauty industry based on kinder science. Welcome to the Leaping Bunny family!” 

Coty Chief Brands Officer, Consumer Beauty Stefano Curti, added: “At Coty, we know that consumers don’t want to make trade-offs; they want accessible, kind and cruelty-free beauty.

“Rimmel stands for a better kind of beauty for all, and I’m thrilled that it has achieved Leaping Bunny approval. We are proud to stand with Cruelty Free International in its aim to end animal testing in the cosmetics industry.”

The brand adds that while it has not yet rolled out packaging featuring the logo across all of its products, they are all now certified.

Interested in learning why so many people prefer cruelty-free? Discover more about animal testing – the truth behind the lab doors

Featured image: Rimmel London Facebook

Written by

Maria Chiorando

Maria is an editor and journalist. Her work has been published by the Huffington Post, the Guardian, TechnoBuffalo, Plant Based News, and Kent on Sunday among other national and regional titles.

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