Cruelty Free International have introduced a new name and bold new logo for our global product approval programme.
Forty years ago, we launched our groundbreaking campaign to end animal testing in cosmetics and began our programme to approve cruelty-free brands. In 1996, we began to work with partner groups and the ‘Leaping Bunny’ logo was introduced.
Why change is needed
Over the years, the approval programme, as managed by Cruelty Free International, has grown into a global force – continually evolving to meet the needs of consumers and brands striving for a more compassionate future, as well as legislators and regulators who expect increased transparency, clarity, and robust evidence to support cruelty-free claims. Our programme has been a key element in our global campaign to see more cruelty-free choice, everywhere and for everyone.
Since we began approving brands, we have also seen a proliferation of rabbit symbols and ‘cruelty-free’ claims that are not backed by independent third-party assurance, causing consumer and brand confusion.
Therefore, having evolved in complexity, operation and criteria since its original design, and to enable consumers to easily identify brands that are approved by Cruelty Free International we’re introducing a new name and a bold new logo for our global product approval programme.
Cruelty Free International Approval Programme
The Cruelty Free International Approval Programme already stands as the most rigorous, science-backed, and independently verified global cruelty-free assurance programme.
It aligns with EU and international regulatory and labelling requirements, includes in-depth auditing, and is managed by an extensive in-house team of experts in toxicology, product and policy development, and science and regulatory affairs.
Cruelty Free International approval is a sought-after achievement worldwide. With the most demanding yet achievable approval criteria, brands who carry the Cruelty Free International stamp of approval have made a powerful commitment to ending animal testing in product development.
Continue to look for Cruelty Free International when you shop
Our new logo – the global stamp of approval for cruelty-free brands.
Trusted by hundreds of brands and millions of consumers, our programme name and logo may be changing, but our robust approach and approval criteria remain unchanged. Whilst our brands transition to our new branding, whether they display the new logo, or the ‘Leaping Bunny’ with our name underneath, you can be sure they continue to meet our highest cruelty-free standards.
Making lasting change for animals around the world
For four decades, the success of our global approval programme has helped us deliver real, tangible change for animals worldwide. And now, with this exciting new chapter and building on our award-winning campaigning, we’re accelerating that mission.
We’re focussed, we’re evolving, and we remain unwavering in our vision: to make animal testing a thing of the past. In partnership with our brands, compassionate consumers, and amazing supporters, we’re making the world cruelty free, together.
