Axe, the renowned men's grooming brand under Unilever, has secured approval from People for the Ethical Treatment of Animals (PETA) and has joined the organization's Beauty Without Bunnies program.
This significant development reinforces the brand's commitment to cruelty-free practices in its product development.
"We are proud to be officially PETA approved," Unilever president of personal care Fabian Garcia said in a statement. "Axe will continue to champion confidence while consumers can be safe in the knowledge that none of Axe's products or their ingredients will be tested on animals anywhere in the world."
Unilever, the parent company of Axe, officially announced the approval and participation in the Beauty Without Bunnies program through a press release on its official website. The move aligns with the growing consumer demand for ethical and cruelty-free products in the beauty and personal care industry.
The approval from PETA and participation in the Beauty Without Bunnies program solidify Axe's position as a socially responsible and consumer-centric brand.
Axe's inclusion in the Beauty Without Bunnies list was celebrated by PETA. The global animal rights organization commended Unilever for taking a step toward cruelty-free beauty and recognized Axe for its commitment to ending animal testing.
The Beauty Without Bunnies program, managed by PETA, certifies brands that adhere to strict cruelty-free standards, ensuring that no animal testing is conducted at any stage of the product development process. The program serves as a trusted resource for consumers seeking cruelty-free options in the beauty industry.
Unilever reported that over 20 of its brands are participating in PETA's program. PETA acknowledged that the personal care giant, according to its information, is actively pursuing regulatory changes with the aim of minimizing the use of animals in testing procedures.
Unilever has shared on its website that since 2015, its scientists have been engaged in collaborative research with experts from the U.S. Environmental Protection Agency. The primary objective of this partnership is to advance scientific methodologies for the improved safety assessment of chemicals found in certain consumer products.
Notably, the company said that it is resolute in its commitment to developing these approaches without relying on animal data, showcasing a firm dedication to ethical and cruelty-free practices in its product development processes.
"Our leading-edge approach has one clear purpose: to continue to develop, apply and let others know about the research we do to guarantee that our products are safe, without the need for animal testing," Julia Fentem, global head of safety, environmental and regulatory science at Unilever, said.