Cruelty Free International
- Asia / Pacific
- Europe and Central Asia
- Latin America / Caribbean
- Middle East
- North America
Sectors of activity
Consumer Goods, Scientific Research, Development and Innovation
Type of initiative
Education & Awareness Raising, Research, Analysis, Assessment
Type of lead actor
The Leaping Bunny logo is issued for use by companies which produce cosmetics, personal care, household and cleaning products which are free from animal testing and comply with the Leaping Bunny certification criteria. The Leaping Bunny is the most trusted cruelty free certification for non-animal tested products. More than 700 companies across the globe already hold Leaping Bunny certification, providing real choice for ethical consumers who want to identify and buy products that are free from animal testing.
Achieving Leaping Bunny certification shows consumers that businesses are genuinely committed to producing products that are not tested on animals and that businesses have procedures and policies in place to enable you to verify your cruelty free claims.
Today, Cruelty Free International and our EU partners certify companies around the world. For companies with a Head Office in the US and Canada the programme is managed by our US partners, the Coalition for Consumer Information on Cosmetics (CCIC). Regardless of where a company is certified, Leaping Bunny certification applies internationally, giving shoppers around the world confidence that companies meet ‘the gold standard’ for cruelty free products.
A 2015 Nielsen survey revealed that “not tested on animals” was the most important packaging claim for shoppers when purchasing beauty products. The Leaping Bunny has become the globally recognised and trusted symbol for cruelty free consumer products.
Meeting our rigorous criteria will allow a company to provide shoppers with the best assurance that business products are not animal tested. Our highly experienced team is on hand for certified companies, and able to offer support for legal, political, technical and scientific animal testing questions
80% of the world still allows animals to be used in cruel tests for cosmetics, and almost all countries still allow animal testing for cleaning products. Countless rabbits, guinea pigs, hamsters, mice and rats suffer and die worldwide in routine animal tests for the ingredients that go into deodorant, lipstick and washing up liquid. However it no longer has to be this way; animal tests are being replaced with quicker, cheaper and more reliable non-animal methods. Companies worldwide can increasingly use ingredients which are already known to be safe whilst also meeting the demand for a more ethical and sustainability focus from their products and goods.
As collected through the One Planet Reporting
SCP monitoring and reporting
The Leaping Bunny Certification of cruelty-free products
The Leaping Bunny Certification of cruelty-free products
Global / All regions
Cruelty Free International
The Leaping Bunny certification for cosmetics, run by Cruelty Free International (and, in North America by the Coalition for Consumer Information on Cosmetics) is the only globally recognised guarantee that a brand has made a genuine commitment to ending animal testing for its products. Certified companies must meet our rigorous criteria, including independent audits, before we let them display the Leaping Bunny logo. Internationally, over 700 companies are proud to be Leaping Bunny certified. The Leaping Bunny is the most trusted cruelty free certification for non-animal tested products. Achieving Leaping Bunny certification shows consumers that businesses are genuinely committed to producing products that are not tested on animals and that businesses have procedures and policies in place to enable customers to verify their cruelty free claims. Regardless of where a company is certified, Leaping Bunny certification applies internationally, giving shoppers around the world confidence that companies meet 'the gold standard' for cruelty free products. The cruelty-free product market is set to grow by over 6% between 2017 - 2023, and our objective is to place the Leaping Bunny Certification at heart of this change. Societies and consumers are progressing towards greater cruelty-free living, and our certification encourages and promotes businesses not to test on animals at any stage of the product creation and manufacturing. The growing number of Leaping Bunny certified organisations worldwide has resulted in greater awareness and knowledge about the cruel and inhumane animal experiments that needlessly exist today. Non-animal alternatives and technologies are now cheaper, faster and more reliable than tests done on animals. Yet over 80% of the world's countries still allow it. The Leaping Bunny certification allows for certainty, between businesses and their customers, that they're products are sustainable and cruelty-free. The growth and support for the Leaping Bunny certification from businesses and consumers alike has also allowed us to use it as an effective advocacy tool. We engage with decision makers and politicians to encourage them to take action on policies which promote sustainable and cruelty-free living, preventing in particular laws and practices that harm animals used unnecessarily in experiments.
In the past year organisations worldwide have continued to seek Leaping Bunny certification. The Leaping Bunny is the only internationally-recognised certification for cosmetics, personal care and household product brands which are not tested on animals. Cruelty Free International audits businesses' entire supply-chain monitoring systems to check that standards and procedures meet our strict cruelty-free criteria. Our small team of dedicated experts work tirelessly with a growing number of companies in order for them to receive the Leaping Bunny certification and then proudly display the Leaping Bunny logo on their products, showcasing their values and ethics on ensuring no animals are tested upon within the entire supply chain of their product. Becoming Leaping Bunny certified not only makes a company supply chain more sustainable, it also increases the positive perception of a brand in a world where consumers increasingly demand greater ethics and values from their products. In 2017, when announcing that Aldi were Leaping Bunny certified on Facebook, the post directly reached over 270,000 people and became one of our most engaged and popular social media posts. The news received national mainstream media coverage via a leading article in The Daily Mirror, whilst it also broke records for the most engaged in and popular posts for other news sites, such as The Grocer. We regularly receive very positive feedback from our corporate partners who are Leaping Bunny certified. Mark Barry, Director at Marks & Spencer, stated "with over 80% of consumers concerned about animal testing, being able to clearly label all our beauty and household ranges with the Leaping Bunny logo gives our customers added peace of mind." Whilst Judith Batchelar, Head of Sainsbury's UK, described the Leaping Bunny as "the most widely recognised and respected endorsement for products that are free from animal testing." "Our experience of working with Cruelty Free International, whose expertise in all aspects of animal testing is unrivalled, was incredibly positive. Their campaigns, communications and policy teams worked closely with us to develop detailed briefings and creative ideas, which enabled The Body Shop's passionate and committed store staff to fully engage with the campaign - and to inspire and involve our customers." Christopher Davis – International Director of Campaigns, The Body Shop At Cruelty Free International, we recognise that everyone must be engaged and informed on the opportunities available to act sustainably in their purchasing and consumption choices and daily behaviour, and to be able to make demands of the businesses and governments that provide or support these choices. Through the Leaping Bunny certification, we are working with businesses to become more sustainable and go cruelty-free, whilst also promoting greater consumerism awareness amongst the public, both directly helping to achieve the aims of the 10YFP and ultimately Sustainable Development Goal 12. Throughout the year we have also engaged in advocacy activities, using the Leaping Bunny certification to showcase growing support for cruelty-free living to call for politicians in the UK 2017 election to support our goal of a world without cosmetics animal testing.
Impact and Results
For over two decades, we have been certifying companies as cruelty free under the Leaping Bunny programme. During this time it was the only way consumers could be sure they were buying products that were not tested on animals. And the Leaping Bunny continues to be the best way you can be sure you are buying truly ‘cruelty free’ beauty products. In order to become Leaping Bunny certified, companies must meet our rigorous criteria:
They must apply a fixed cut-off date – this is an immoveable date, after which the company will no longer conduct or commission animal tests for cosmetics (i.e. where an ingredient was first used in a cosmetic or that is its main use) – anywhere in the world
They cannot purchase cosmetics ingredients animal-tested after their fixed cut-off date – anywhere in their supply chain
They must set up a monitoring system to ensure their suppliers comply with their fixed cut-off date
They must open up their monitoring system to regular independent audits to check they continue to comply with their fixed cut-off date for all their cosmetics, including any new ones.
All Leaping Bunny certified companies must meet these criteria for their entire product range, and for every country they sell in. The criteria apply irrespective of the toxicological purpose of a particular test.
Cruelty Free International and our partners at the European Coalition to End Animal Experiments were instrumental in achieving the ground-breaking European ban on animal testing for cosmetic and toiletry (‘cosmetic’) products and ingredients.
From 11 March 2009, the EU banned the testing, within the EU, of cosmetic ingredients – irrespective of whether there were non-animal alternatives. It had already banned the testing in the EU of cosmetic products. The bans are known as ‘the testing bans’.
From 11 March 2013, the EU completed the ban on the sale of cosmetics animal-tested after that date anywhere in the world. The ban applies to both cosmetics products and ingredients, again irrespective of whether there are alternatives. It is known as the ‘marketing ban’.
The EU ban on animal testing for cosmetics has been a hugely important step forward, if properly interpreted. But until we achieve a meaningful, global ban on animal testing, the Leaping Bunny continues to be the only guarantee that animals are not still being used to test the cosmetic ingredients in a company’s products. The Leaping Bunny has a really important influence in achieving a global ban.