To obtain the Leaping Bunny approval, Aveda verified it does not conduct or commission animal tests for its products, raw materials or ingredients. The review process takes multiple years to verify supplier and manufacturer compliance with all Leaping Bunny criteria. The brand will be audited every 12 months to ensure continued compliance.
Aveda’s environmental responsibility initiatives are focused on six areas: safe beauty, sourcing responsibility, packaging responsibility, cruelty-free and vegan formulas, plant-conscious manufacturing, and helping to protect and provide clean water to people in need.
Barbara De Laere, global brand president of Aveda, said, "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 and 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."
Michelle Thew, CEO of Cruelty Free International, said, "Aveda has a well-deserved reputation for its decades-long commitment to ethical business and sustainability. I am thrilled that this now includes Leaping Bunny approval for Aveda's products."