All Avon beauty and personal care products are proudly approved by Cruelty Free International and it’s Leaping Bunny Programme

At Avon, we believe in the beauty of doing good – charged by the spark of possibility and driven by a shared vision of a fairer world where progress, equality, and sustainability thrive. Within that lies our commitment to animal welfare, determined to be a powerful voice against testing beauty products on animals.

Today marks a significant milestone in our journey: We’re delighted to announce that all Avon beauty and personal care products are approved as cruelty free under the Leaping Bunny Programme. The programme is the globally recognised gold standard for cruelty-free products, and global beauty brand Avon’s approval comes as part of its partnership with Cruelty Free International which was first announced in July 2023.

Kristof Neirynck, Avon CEO, adds: “After three decades of working toward ending animal testing for cosmetics, we're proud to reach this milestone and become Leaping Bunny approved. This achievement reflects our belief that beauty should be cruelty-free across the board, and our long-standing commitment to make the world a better place for all.”

Championing change for 30 years

As the first global cosmetics company to end animal testing of our products in all of our operating countries, we’ve been at the forefront of beauty brands against animal testing, for our three decades, while ensuring our products’ safety, quality and efficacy.

Over the years, we’ve joined forces with organisations driving positive change around animal testing in the cosmetics space, including the Institute for In Vitro Sciences (IIVS), FRAME, Humane International Society and PETA. In December 2019, PETA recognised us for ‘Working for Regulatory Change’ – a prestigious acknowledgement of our strides towards developing, validating and accepting non-animal testing methods within the beauty industry.

The first Avon products to become Leaping Bunny approved included Fragrance, Avon Care, and Anew, which all received Leaping Bunny approval in summer 2023, with work ongoing to include all categories. The scope of work was huge, involving screening over 8,000 raw materials, and engaging suppliers for over 4,000 raw materials, which is why Avon took a phased approach.

Empowering your choices

We know that our Representatives and customers are committed to seeing an end to animal testing in the beauty industry. Queue the old cliché: Actions speak louder than words. So, it’s important to show you our dedication to the cause and share how our efforts to support animal welfare are coming to fruition.

The Leaping Bunny Programme does just that – it provides the strongest guarantee that we are doing all we can to be cruelty free, with independent auditing that ensures we always adhere to strict global criteria. With all Avon product ranges now approved, we’re proud to continue demonstrating our commitment to deliver products which exceed customers’ expectations, without compromising on animal welfare, safety standards or regulatory requirements.

A whistle-stop tour of the Leaping Bunny Programme

Cruelty Free International’s global Leaping Bunny Programme requires cruelty-free standards that go above-and-beyond legal requirements. It is the gold standard for cosmetics, personal care, and household products.

The programme is the best assurance that a brand has made a genuine commitment to help end animal testing. Before being approved, and therefore being authorised to display the Leaping Bunny logo, brands must meet rigorous criteria. The programme requires the brand to implement a supplier monitoring system, and supply chain checking right down to ingredient manufacturer level, as well as receiving independent audits to ensure ongoing compliance.

More information on Leaping Bunny requirements can be found here .

Michelle Thew, Cruelty Free International CEO, comments: “It’s been an amazing journey for Avon to receive Leaping Bunny approval and I am delighted that its entire range of products are now confirmed as cruelty-free. It has been really exciting to work with Avon to help end animal testing, and to welcome such a global brand and household name fully into the Leaping Bunny family. I look forward to our continued partnership to help end animal testing.”