International headquarters

Always against animal testing, Aveda is now Leaping Bunny approved by Cruelty Free International

“Aveda was founded on the principle of caring for the world we live in, and that means always opposing animal testing,” said Barbara DeLaere, Global Brand President of Aveda. “We’ve been a leader in sustainability for over 40 years and we’re proud to underscore this commitment to our planet with our Cruelty Free International Leaping Bunny endorsement, the internationally recognized benchmark for cruelty-free cosmetics.”

Earning approval under Cruelty Free International’s Leaping Bunny program is a key part of Aveda’s goal to provide more transparency to the Aveda guest through trusted external organizations. . Leaping Bunny status applies to Aveda’s full line of premium hair, skin and body care products, which are available in thousands of salons and stores worldwide. This includes Aveda’s hair color products, which are available exclusively at Aveda partner salons.

Michelle ThewCEO of Cruelty Free International, said, “Aveda has a well-deserved reputation for its decades-long commitment to ethical business and sustainability. I’m thrilled that this now includes Leaping Bunny’s endorsement for Aveda’s products.

Create a more responsible future

In line with Aveda’s founding mission to care for the world we live in, the brand has pioneered new standards of environmental responsibility in beauty for decades, with priorities in the following six areas: safe beauty; supply responsibility; responsibility for packaging; cruelty-free and vegan formulas; earth-conscious manufacturing; and help protect and provide clean water to those in need in Aveda’s supply communities and in communities around the world.

Aveda lives out its mission at its corporate headquarters, which is located on a 58-acre National Wildlife Federation-certified campus in Minnesota with bee colonies, a vegetable garden organized by the employees, charging stations for electric vehicles and miles of running tracks. The main office building emphasizes sustainability: it is powered by solar and wind energy1is lined with recycled fibers, has compost and recycling bins throughout the building, and an organic cafe.

To learn more about Aveda’s sustainability initiatives, visit

About Aveda

Founded in 1978 as a cruelty-free brand with a mission to care for the world, Aveda creates high-performance vegan hair, skin, and body formulas for beauty professionals and consumers, all of whom care about sustainability. Aveda innovates in botanical technologies and green chemistry, combining the principles of modern science and Ayurveda, the ancient healing art of India. Aveda Hair Care is 90% Naturally Sourced2 and features signature aromas of pure flower and plant essences. Aveda’s high-performance franchises, Invati Advanced™, Nutriplenish™ and Botanical Repair™ have each won dozens of awards, and the brand received the 2021 CEW Sustainability Excellence Award, which reflects the highest standards when it comes to sustainability values ​​in the beauty industry.

Aveda’s main plant manufactures products using 100% wind and solar energy2and the brand was the first to use 100% post-consumer recycled materials in PET bottles. Currently, at least 85% of our PET bottles and jars used for hairdressing and skincare contain 100% PCR.3. Additionally, Aveda strives to eliminate the use of virgin petroleum-based plastic as much as possible. Aveda strives for transparency in its products and manufacturing processes, and in 2020 the brand completed one of the beauty industry’s largest blockchain pilots to trace vanilla back to source. in Madagascar at its manufacturing plant Minnesota.

Aveda is committed to raising awareness and funds to help provide clean water globally and protect clean water locally through its annual giving campaign, Aveda Earth Month. Since 1999, Aveda has raised over $67 million for hundreds of global and local environmental organizations, providing clean water to more than 1.4 million people and protecting approximately 2,000 watersheds. In partnership with the nonprofit Charity: Water, Aveda continues to provide safe drinking water to those in need in Aveda supply communities in India, Nepal and Madagascaralso protecting the local watersheds where these communities live and work.

Aveda products are available in more than 45 countries and territories at Aveda stores, partner salons, specialty retailers and on

About Cruelty Free International

Cruelty Free International is the leading organization working to create a world where no one wants or believes we should experiment on animals. Cruelty Free International’s dedicated team is made up of experts in their fields, combining award-winning campaigning, political lobbying, scientific and legal expertise and corporate responsibility. Educating, challenging and inspiring others around the world to respect and protect animals, we study and expose the reality of animal life in laboratories, challenge policy makers to make a positive difference for animals and advocate for better science and a cruelty-free life. To learn more about Cruelty Free International, visit

1 Product manufacturing is powered by Aveda’s solar panels and/or wind energy through renewable energy credits and carbon offsets.
2 90% natural origin on average according to ISO standard, from plants, non-petroleum minerals and/or water sources.
3 More than 85% of Aveda skincare and haircare PET bottles and jars contain 100% post-consumer recycled plastic. Aveda was the first beauty product company to use 100% post-consumer recycled PET packaging.

Rachel Dillon,
[email protected]


Rodney N.

The author Rodney N.