Global beauty brand Aveda is now certified cruelty-free under Cruelty Free International’s Leaping Bunny Program.
Aveda is one of the biggest hair and skincare brands in the world, with millions of customers and thousands of salons and spas.
While Aveda was already certified cruelty-free by PETA, the Leaping Bunny Certification is internationally recognized and harder to obtain. This is because, unlike PETA, which only asks for written confirmation, Cruelty Free International requires companies to prove their claims.
Aveda claims it has never tested on animals, but it went through a “rigorous” multi-year review process to prove its cruelty-free status. It will now continue with audits every 12 months.
Aveda’s global brand president Barbara De Laere said in a statement: “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. 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.”
Vegan and cruelty-free Aveda
Last year, Aveda also announced it was going vegan, eliminating products like honey and beeswax from its entire product line. The move involved reformulating more than 500 products over the course six years.
At the time, the brand’s vice president of research and development Christine Hall said that removing beeswax was one of its “biggest challenges.” This is because of its integral role in creating “texture, structure, color payoff, and smoothness.”
But eventually, it managed to create a new strong and effective blend, with no need to call on bees.
Cruelty Free International’s CEO Michelle Thew praised Aveda’s “well-deserved reputation” for ethical business and sustainability. She added: “I am thrilled that this now includes Leaping Bunny approval.”