Avon receives multi-product ‘Leaping Bunny’ cruelty-free approval

Natura-owned beauty giant Avon has underlined its commitment to positive manufacturing transparency, announcing a partnership with Cruelty Free International (CFI).

And within the alliance the global beauty brand, which is a portfolio mate of The Body Shop, has receive CFI approval under its ‘Leaping Bunny Programme’, the globally recognisable gold standard for cruelty-free products.

Alongside its claim to be first international cosmetics company to end animal testing, “becoming Leaping Bunny approved underlines Avon’s 30-year commitment to animal welfare”, it said. 

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

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

The programme claims to be 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.

Avon said its 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”.

Michelle Thew, Cruelty Free International CEO, said: “To work with [Avon] to help end animal testing for cosmetics and declare [three of its ranges] officially approved under the Leaping Bunny Programme is a real milestone for the global brand.”