Avon has announced its partnership with Cruelty Free International, a global charity that campaigns to end animal testing, particularly in the beauty and cosmetics industry.  

The beauty brand has received the Leaping Bunny certification across three product ranges; Fragrance, Avon Care and Anew, with all other Avon products due to obtain approval within the next year.  

The Leaping Bunny certification is a globally recognised gold standard for cruelty-free products. To obtain the approval, Avon’s entire supply chain was subject to a rigorous and comprehensive assessment to ensure compliance with the ‘Leaping Bunny’s strict criteria.  

The certification is the only cruelty-free standard that requires a company to enforce a supplier monitoring system to ensure compliance right down to the ingredient manufacturer level. The certification also expects brands to accept regular independent audits to ensure ongoing compliance.  

Awareness of cruelty-free products has experienced significant growth; since 2017, Leaping Bunny has seen a 190% increase in brands enquiring about approval, highlighting the growing demand for cruelty-free products and the subsequent impact on how brands operate.  

Angela Cretu, Avon CEO, says: “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”.