Avon – a London based multinational beauty company – is taking a remarkable step towards becoming cruelty-free. They have announced a first of its kind roadmap in collaboration with Leaping Bunny, outlining their journey towards obtaining the coveted cruelty-free certification across all of its brands by mid-2024. So, let’s dive into the details and see what this journey looks like.
Does Avon Still Sell in China?
Whilst Avon still operate in China, they no longer sell products that legally require animal testing, and discontinued those that were legally required to be tested in the past. This means Avon can continue to deliver their products to their customers in China, whilst adhering to the Leaping Bunny Programme’s strict criteria.
Generally, I’m weary of brands that sell in China UNLESS they’re backed by Leaping Bunny, so it’s great to see they’re doing this in a cruelty-free way!
Avon x Leaping Bunny
Avon recognises the importance of expert guidance, which is why they’ve partnered with Leaping Bunny who are considered the ‘gold standard’ of cruelty-free. Together, they are charting a path towards obtaining the certification for each of Avon’s brands. The process will take time due to the meticulous verification and certification procedures involved, but Avon is determined to see it through.
The Roadmap
So how does the roadmap work? What’s first? Well, as Avon sells more fragrance volumes than any other brand, they have chosen to prioritise their fragrance brand in the first wave of their cruelty-free journey. Over the coming months, Avon will work diligently, brand by brand, to ensure all of their brands meet the rigorous standards set by Leaping Bunny.
Why Announce the Roadmap Now? Some may wonder why Avon has chosen to share their roadmap before achieving full cruelty-free status. The answer is simple: why wait? Avon wants to showcase their commitment and dedication to a cruelty-free future. By sharing their progress brand by brand, Avon and Leaping Bunny are celebrating each milestone achieved along the way. If Avon’s fragrances are already cruelty-free by July 2023, there’s no reason not to celebrate this accomplishment sooner rather than later.
Avon has many brands across several categories. Gaining Leaping Bunny approval across each one of these brands is a huge undertaking – wave one includes 660 ingredients and over 2000 suppliers. The sheer number of ingredients and suppliers that we need to verify and audit across the whole portfolio means that we need to organise a roadmap to approval for all our ranges. In the first wave we have Avon ANEW skincare and Avon Care – two of our best loved brands – and all of our fragrances. Given that Avon sells more fragrance by volume than any other brand, this is a huge landmark. Work is already underway to complete approval for our remaining products in the first half of 2024.”
NATALIE DEACON, AVON DIRECTOR OF CORPORATE AFFAIRS AND SUSTAINABILITY
Avon’s choice to announce a roadmap towards a full Leaping Bunny certification is the first of its kind in the beauty industry. This approach is particularly significant for large companies like Avon, which have multiple brands and a complex process to navigate. By breaking it down brand by brand, Avon is showing transparency and providing a blueprint for other companies aspiring to become cruelty-free but working with massive volumes.
So Does This Mean Avon is Cruelty-Free?
So while Avon is not yet fully cruelty-free, they are fully committed to the journey. As we eagerly watch their progress, brand by brand, we can anticipate a fully cruelty-free Avon by May 2024. Avon’s dedication to the cause is commendable, and their efforts will undoubtedly inspire other brands to follow suit. I really appreciate the transparency-first approach they’re taking with their transformation.
A brand of the scale of Avon making such a series of public commitment is important not just for consumers but to deliver our shared vision to end animal testing in the beauty industry. As many more brands look to gain Leaping Bunny approval it is an important signal when global leaders such as Avon take such a visionary step.
MICHELLE THEW, CRUELTY FREE INTERNATIONAL CHIEF EXECUTIVE
Final Thoughts
Let’s be honest, Avon’s announcement of a roadmap towards Leaping Bunny certification marks a significant milestone in the beauty industry’s journey towards cruelty-free practices. By collaborating with Leaping Bunny, they’ll prove to be a great case study for any future major brands looking to start any cruelty-free transformations. As conscious consumers, let’s support and celebrate each brand’s achievement as they transition to a cruelty-free future.
Stay tuned for updates on Avon’s journey and more exciting cruelty-free news here at Vegan Beauty Girl. Together, we can create a kinder and more compassionate beauty industry.