The term ‘cruelty-free’ is certainly a contentious one. When it comes to beauty, wellness and cosmetic retail, it can be a minefield trying to find products that have not been tested on animals at some stage in their development.
Back in 1996, awareness about animal cruelty had increased. Shoppers were actively seeking cruelty-free products, but with there being so many loopholes, the term became frustrating and often highly misleading. Brands would often profess to be animal-friendly, even using their own ‘cruelty-free’ logos, but without any certification or backing from official animal protection groups.
This was where Leaping Bunny came in – the standard for trustworthy and authentic cruelty-free shopping.