Leaping Bunny: Cruelty-Free Certification Explained

The term ‘cruelty-free’ has long been debated within the beauty, wellness and cosmetics industries. For consumers, identifying products that have not been tested on animals at any stage of their development can often be complex.

By the mid-1990s, growing awareness of animal welfare meant many shoppers were actively seeking cruelty-free alternatives. However, the lack of consistent standards and clear definitions meant the term was frequently used in ways that were confusing or misleading. Some brands claimed to be animal-friendly, even creating their own ‘cruelty-free’ logos, but without independent verification or endorsement from recognised animal protection organisations.

This was where Leaping Bunny emerged as a trusted standard, helping consumers identify products that meet verified cruelty-free requirements.

Joining forces for good

Eight leading animal protection organisations joined together to form the CCIC — the Coalition for Consumer Information on Cosmetics. Their aim was to bring greater transparency to the cosmetics industry and give consumers clearer guidance on which brands genuinely uphold cruelty-free principles.

To achieve this, the CCIC created the now widely recognised Leaping Bunny logo, an internationally trusted symbol that identifies products meeting verified cruelty-free standards.

The eight organisations that came together to establish this cruelty-free standard include:

• The American Anti-Vivisection Society
• The Animal Alliance of Canada
• Beauty Without Cruelty
• Doris Day Animal League
• The Humane Society of the United States
• The National Anti-Vivisection Society
• Rise for Animals
• Cruelty-Free International

What makes Leaping Bunny different?

Although animal testing bans exist in some regions, loopholes can still allow testing to occur within complex global supply chains. As a result, some brands may continue to rely on practices that involve animal testing, particularly through third-party suppliers or ingredient manufacturers.

Companies certified by the Leaping Bunny programme must meet standards that go beyond many existing legal requirements. Only brands that fully comply with these strict criteria are permitted to display the well-known Leaping Bunny logo.

To achieve certification, companies must meet several rigorous requirements across their products and supply chains:

• Businesses must commit to a fixed cut-off date after which neither the company, its suppliers, nor its manufacturers may conduct, commission or be involved in animal testing.
• Companies must implement a supplier monitoring system to ensure that all suppliers and manufacturers comply with the Leaping Bunny Standard.
• Independent audits are conducted to verify that the supplier monitoring system continues to meet the programme’s requirements.
• Each company must renew its commitment to the Leaping Bunny Programme annually in order to continue displaying the logo.

By closing potential loopholes, the Leaping Bunny certification helps consumers feel confident that no animal testing has taken place at any stage of product development. Certifications of this kind play an important role in improving transparency and accountability within the cosmetics and personal care industries.

CRANBOURN^® and the Leaping Bunny Standard

At CRANBOURN^®, we believe that responsible product development should respect both people and the natural world. This commitment is reflected in our participation in the internationally recognised Leaping Bunny programme.

Leaping Bunny certification ensures that neither finished products nor their ingredients are tested on animals at any stage of development. The standard also requires companies to implement strict supplier monitoring systems and to undergo independent verification to confirm compliance with cruelty-free requirements.

For us, this certification represents more than a label. It reflects our broader commitment to transparency, responsible sourcing and ethical product development.

CRANBOURN^® products are created with these principles in mind, ensuring that our fragrances combine thoughtful design, high-quality ingredients and responsible production practices.

Learn more about the CRANBOURN^® sustainable mission.