Aveda certified cruelty-free by Cruelty-Free International

Aveda certified Cruelty-Free by the Cruelty-Free International Leaping Bunny Program!

Exciting news – Aveda certified cruelty-free through the Cruelty-Free International Leaping Bunny program!

In case you missed the news, Aveda is now certified as cruelty-free by Cruelty-Free International through their Leaping Bunny Program. This is so exciting! Aveda is known for its high-quality hair care and has been on the Logical Harmony Cruelty-Free Brand List for some time. As of January 2021, they also became a fully vegan-friendly brand too.

This was so exciting because there are salons that carry Aveda products all over the place. For basically the first time, someone who wanted a fully cruelty-free and vegan experience could go into a salon and get any service done. You didn’t need to ask about every single product that would be used, and you knew that they were all going to work well too.

This new certification further cements Aveda’s commitment to being cruelty-free.

I was able to have a chat with both Aveda and Cruelty-Free International about this exciting announcement and wanted to share more about what it means with you as a cruelty-free consumer. We also talked about what this might mean for Estée Lauder Companies as a whole, which own Aveda.

Image or products provided by Aveda.

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.

– Barbara De Laere, Aveda’s Global Brand President

Being certified as cruelty-free through the Cruelty-Free International Leaping Bunny Program is a very big accomplishment. Their process is lengthy and rigorous. Brands have to truly commit to being cruelty-free. Not only is its entire supply chain audited to gain the certification, but the brand also agrees to annual audits of its entire supply chain.

In fact, it’s the only cruelty-free license that requires that a supplier monitoring system be implemented by the brand. The Cruelty-Free International Leaping Bunny Program checks the supply chain all the way down to the ingredient manufacturers. And they work with the brands to do this every year. 

It’s a big ongoing commitment when brands take this step, and an amazing one to see from Aveda.

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.

– Michelle Thew, CEO of Cruelty Free International

Aveda is owned by Estée Lauder, which is not cruelty-free. That said, in 2019, a relationship was announced between Cruelty-Free International and Estée Lauder Companies (ELC). Many of us in the cruelty-free space were curious to see what would happen as a result of this partnership.

Aveda is the first Estée Lauder brand to be certified as cruelty-free through the Cruelty-Free International (CFI) Leaping Bunny program. This is a big deal. It takes a lot of work to be certified through CFI and is not an easy process. I am hoping that they won’t be the last Estée Lauder brand to be certified either.

Aveda is the first ELC brand to receive approval through the Cruelty Free International Leaping Bunny programme. Cruelty Free International looks forward to continuing our journey with ELC for cruelty free approval for more ELC brands.

– Cruelty-Free International

What about Estée Lauder? They own Aveda and a lot of other cruelty-free brands, but not all of their current brands are cruelty-free. They themselves are also not cruelty-free at this time. Could this be changing in the future? I asked Cruelty-Free International if there were any future plans for other Estée Lauder brands to go cruelty-free.

Aveda is owned by the Estée Lauder Companies – are all their brands approved?

In 2019, the Estée Lauder Companies (ELC) announced its newly established relationship with Cruelty Free International. Our collaboration underscores the importance of bringing cosmetics animal testing in product supply chains to a global end. As a further demonstration of our commitment, ELC began the process of seeking Leaping Bunny approval for some of its brands. Aveda is the first ELC brand to receive approval through the Cruelty Free International Leaping Bunny programme. Cruelty Free International looks forward to continuing our journey with ELC for cruelty free approval for more ELC brands. We are working together with ELC on next steps.

Read the full press release from Aveda below.

Always Against Animal Testing, Aveda is Now Leaping Bunny Approved by Cruelty Free International

All Aveda cosmetics and personal care products now have the globally recognizable gold standard of approval for cruelty free products

Aveda, the high-performance, vegan hair care brand that has opposed animal testing since its founding in 1978, today announced 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. The brand underwent a rigorous multi-year review process with Cruelty Free International 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 was founded on the principle to care for the world we live in, and this includes always being opposed to animal testing,” said Barbara De Laere, Aveda’s Global Brand President. “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.”

Obtaining approval under Cruelty Free International’s Leaping Bunny Programme is a key component to Aveda’s goal of providing more transparency to the Aveda guest through trusted external organizations. The Leaping Bunny status applies to the full range of Aveda’s prestige hair, skin, and body care products, which are carried in thousands of salons and stores around the world. This includes Aveda’s hair color products, which are available exclusively at Aveda partner salons.

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.”