Avon's Leaping Bunny

Proud to receive Leaping Bunny approval: Our global stand against animal testing in the beauty industry


At Avon, we embrace the concept of beauty with a purpose -- 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 unwavering commitment to animal welfare, determined to be a powerful voice against testing beauty products on animals.

Today, we're thrilled to celebrate a major milestone on this journey: Avon has earned the esteemed Leaping Bunny approval, signifying our commitment to cruelty-free practices.



Championing change for 30 years

For thirty years, we've been leading the charge among beauty brands against animal testing, all while ensuring the safety, quality, and effectiveness of our products. Our mission to revolutionize the cosmetics industry led us to become one of the first global beauty companies to cease animal testing.

Throughout the years, we've partnered with influential organizations dedicated to driving positive change in cosmetics-related animal testing. These collaborations include the Institute for In Vitro Sciences (IIVS), FRAME, Humane International Society, and PETA. In December 2019, PETA honored us with the 'Working for Regulatory Change' award, recognizing our substantial efforts to develop, validate, and embrace non-animal testing methods in the beauty industry.

But our commitment doesn't stop there. As Natalie Deacon, our Director of Corporate Affairs and Sustainability, aptly puts it: "We won’t stop working for regulatory change until the unnecessary use of animal testing in the beauty industry has ended completely”. Our attainment of Leaping Bunny approval is a testament to this unwavering dedication, building upon our three-decade journey to end cosmetic animal testing globally.


Empowering your choices

We understand that our Representatives and customers are deeply committed to ending animal testing in the beauty industry. Rather than just making promises, we believe in taking concrete actions to demonstrate our dedication to this cause. We are excited to share the progress of our unwavering efforts to support animal welfare.

The Leaping Bunny Programme is at the heart of our commitment. It provides the strongest assurance that we are genuinely cruelty-free, thanks to independent audits that ensure our strict adherence to global criteria. With Leaping Bunny approval, you can trust that we are continuously working to create a positive impact that resonates with your values. It's our way of keeping you fully informed about the beauty products you choose.


A whistle-stop tour of the Leaping Bunny Programme

If you're not acquainted with the Leaping Bunny Programme, here's why it's held in such high regard:

Globally recognized as the gold standard for cruelty-free cosmetics, personal care, household, and cleaning products, the Leaping Bunny Programme provides the most comprehensive definition of 'cruelty-free' worldwide. It establishes rigorous criteria to simplify ethical shopping and make brands more accountable for their animal-friendly claims.

Back in the mid-1990s, 'cruelty-free' had become a trendy term. However, there was no independent standard holding companies accountable, resulting in an unregulated and subjective definition. Consequently, many brands used these terms without input from or guidance by animal protection organizations.


Honoured to partner with Cruelty Free International

The Leaping Bunny programme is operated globally by Cruelty Free International.

Established in 1898 by the formidable women’s rights campaigner and philanthropist Frances Power Cobbe, Cruelty Free International is a renowned organisation dedicated to ending animal experiments worldwide. 

As the gold standard for cruelty free products and experts in corporate responsibility, its work spans award-winning campaigns, political lobbying, and pioneering investigation to educate, challenge, and inspire people to respect and protect animals.


What it means to be Leaping Bunny approved

We're bursting with pride and anticipation for the journey ahead. Achieving Leaping Bunny approval is no small feat. It demands time, resources, and a commitment to stringent criteria that go beyond legal requirements for animal testing. This includes establishing an internal supplier monitoring system, scrutinizing our supply chain for animal testing of ingredients, and adhering to a strict cut-off date policy.

What makes this achievement even more noteworthy and reliable is that Leaping Bunny approval is an annual commitment. It involves continuous supplier monitoring, independent audits, and serves as the ultimate assurance that a brand is genuinely cruelty-free. Rest assured, year after year, we're dedicated to this cause.


Building a brighter future for animal welfare, together

As of July 3, 2023, Avon is proud to announce that our Fragrance, Care, and Anew products have been granted Leaping Bunny approval. This marks a significant milestone in our commitment to animal welfare. But our journey doesn't end here. We're dedicated to securing approval for all Avon beauty products within the next year. At Avon, we share a strong passion for animal welfare and fully support Cruelty Free International's vision of a world where cosmetics are never tested on animals.


A plight – and our fight – beyond labs

Bringing an end to animal testing of cosmetics around the world is just one of the many causes we’re passionate about at Avon. But in essence, they’re all connected – rooted in a belief that all people, our planet, and every living being deserves kindness.

For us, it’s about contributing to a better world as a whole – a commitment to Life. Whether it’s how we support our communities globally, make strides in our sustainability pledges, give great earning opportunities, our offers and incentives, or our ongoing commitment to operating responsibly, we’re in the business – and always see the beauty – of doing good.



With this significant achievement, we've taken a firm stance against animal testing in beauty products. However, our commitment to animal welfare doesn't end here. We're actively engaged in various initiatives to further advance this cause, and we'll ensure you stay informed about the continued progress we're making across our entire business.

Learn more about our commitment to animal welfare and the Leaping Bunny programme at avonworldwide.com and browse through more information about Avon at avon.co.in.