To obtain this precious sesame, important in the eyes of many consumers, it is necessary to submit to rigorous checks. In addition, the label is only acquired for one year. To keep it, Aveda will have to continue to be audited by Cruelty Free International.

“Aveda was founded on the principle of caring for the world we live in, and that includes always being opposed to animal testing,” said Barbara De Laere, President of the brand. “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 certification, the world's toughest, globally recognized standard. Obtaining this label is a key part of our goal to provide more transparency to our customers through trusted external organisations”.