Azena and Brighter Beauty, two more Leaping Bunny certified brands, have joined our pilot scheme in China. The project, launched last year in cooperation with Knudsen&CRC, Shanghai Fengpu Industrial Park and Oriental Beauty Valley, aims to forge the way for cruelty free brands who want to operate in China free from the risk of animal testing.

The announcement was made last week by our CEO Michelle Thew, who was speaking at the China International Beauty Expo (CIBE) in Shanghai, one of the largest annual trade events for the Asian beauty industry and a fantastic opportunity to showcase the pilot and cruelty free cosmetics with Chinese retailers and consumers.

Last November, Bulldog Skincare, 7th Heaven, Neal’s Yard Remedies and Subtle Energies became the first Leaping Bunny companies to participate in the ground-breaking collaborative project. Both new and existing project brands were part of our Leaping Bunny pavilion at CIBE, the first ever at an event of this type.

Presenting at the event, Michelle Thew, our Chief Executive, said: "I cannot overstate how delighted we are to be here at CIBE with the event's first ever Leaping Bunny pavilion. This is an amazing opportunity for the Leaping Bunny and our great brands, but also for consumers in China and for the future of the whole beauty industry. We would like to recognise the support, collaboration and leadership of the Fengpu District and Knudsen&CRC for hosting and helping with the Leaping Bunny in China pilot project. Our project provides a path forward for our international brands who wish to enter the Chinese market while maintaining their cruelty free certification.”

This is an exciting step forward for our pilot scheme and in our global efforts to bring cosmetics animal testing to an end everywhere and forever. Keep checking back for further updates.