Axe, known as Lynx in the UK, is now PETA (People for the Ethical Treatment of Animals) approved, meaning its products and ingredients are not tested on animals anywhere in the world.
The accreditation means Axe joins more than 20 Unilever brands on the animal protection organisation’s global Beauty Without Bunnies programme, known for its rigorous high standards.
“We are proud to be officially PETA approved,” said Fabian Garcia, Unilever personal care president.
“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.”
Dr Julia Fentem, global head of safety, environmental and regulatory sciences at Unilever, added that the brand’s PETA approval is thanks to decades of pioneering research in alternatives to animal testing by Unilever’s scientists, working together with other leaders in non-animal safety science and global stakeholders.
“Unilever has more than 20 PETA approved brands and we’re thrilled to see Axe join them. We believe that using non-animal approaches to assure ingredient and product safety enables us to better protect people and the environment – and we remain steadfast in our commitment to support an end to animal testing all over the world,” she explained.
PETA’s logo will begin to appear on Axe products next year, sold in more than 90 countries across the globe.
“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.”
