Alpha-H has long focused on an ethos of being cruelty-free, and this week they made it official as approved by the Cruelty Free International Leaping Bunny programme, the globally recognisable, gold standard for cruelty free products. This provides incomparable assurance to consumers that the brand is doing everything it can to carry this value.

“We are committed to creating skincare with a conscience. This touches everything from our sustainability efforts to our formulating principals and importantly, includes respecting the natural environment and the animals within it. We are incredibly proud to be a part of the Leaping Bunny programme operated by Cruelty Free International who are driving change in this space at a global scale,” said Stephanie Forge, Global Brand Manager at Alpha-H.

In obtaining this approval, the brand implemented a supplier monitoring system, regular checks for animal testing throughout the supply network to the manufacturer level and will follow a fixed cut-off date policy and accept ongoing independent audits to ensure compliance.

Cruelty Free International pioneers these campaigns globally to end animal testing in cosmetics, becoming one of the most established and renowned animal protection organisations. The Leaping Bunny programme is internationally recognisable as the gold standard in facilitating this ethos in cosmetics and personal care. The checks and balances within the programme also globally unique and meticulous to assure total safety for animals.

Already debuting a rebrand that looks ahead to the next phase of Alpha-H, the brand will also include a symbol of their cruelty free status on future packaging.

Congratulations on this important certification.

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