Aveda announces huge brand changes

Aveda, the high-performance, vegan hair care brand that has opposed animal testing since its founding in 1978, is excited to announce that it has been approved under the Cruelty Free International Leaping Bunny Programme.

To obtain Leaping Bunny approval, Cruelty Free International has verified that Aveda does not conduct or commission animal tests for its products, raw materials, and ingredients.

"Aveda was founded on the principle to care for the world we live in, and this includes always being opposed to animal testing," said Aveda global brand president, Barbara De Laere. 

"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."

The brand underwent a rigorous multi-year review process to verify that its suppliers and manufacturers comply with all Leaping Bunny criteria for its products and ingredients.

To maintain approval under the Leaping Bunny Programme, Aveda will be audited every 12 months by Cruelty Free International to ensure continued compliance. 

"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," said Cruelty Free International CEO, Michelle Thew said.

Aveda products are available in over 45 countries and territories at Aveda stores, partner salons, specialty retailers and at aveda.com.au

Image source: aveda.com.au.