Axe, Unilever’s body spray and deodorant brand known as Lynx in the UK, has gained approval from People for the Ethical Treatment of Animals (PETA).
The accreditation means Axe joins more than 20 Unilever brands on the animal protection organisation’s global ‘Beauty Without Bunnies’ programme.
The recognition means that Axe does not conduct or commission any animal tests on ingredients or finished products, and that the brand pledges not to do so in the future.
“We are proud to be officially PETA approved,” said Unilever Personal Care President Fabian Garcia.
“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.”
Axe is sold in more than 90 countries and PETA’s logo will begin to appear on Axe products next year.
“We welcome Unilever’s iconic men’s fragrance brand, Axe, to our list of companies and brands that have banned all tests on animals,” said Kathy Guillermo, Senior Vice President, Laboratory Investigations Department at PETA.
“Millions of PETA supporters and compassionate consumers all around the world will be delighted by this news, and we want to thank Unilever for its longstanding commitment to ending tests on animals everywhere.”
