Models face

Cruelty Free International

At Primark, we believe that all beauty products should be cruelty free and we are proud to be Leaping Bunny approved. The global Cruelty Free International programme, Leaping Bunny, requires cruelty free standards over and above legal requirements against testing on animals. Find out more about the Leaping Bunny programme below.

Jodie Spragg
Jodie Spragg

What is the Leaping Bunny programme?

The Leaping Bunny Programme is symbolised by the iconic Leaping Bunny logo that you will see on all of our own brand cosmetic and personal care products [and household and cleaning products]. The Leaping Bunny logo provides you with the best assurance that our products stand up to the internationally recognisable gold standard for cruelty free products.

Models face

What requirements have we met to become Leaping Bunny approved?

  • We have applied a fixed cut-off date after which neither we nor any of our suppliers and manufacturers may conduct, commission or be party to animal tests for raw materials or ingredients anywhere in the world. This applies to our entire supply chain, right down to ingredient manufacturer.

  • We do not have any final product animal testing anywhere in the world after our fixed cut-off date.

  • We have set up a continuous monitoring system to ensure our entire supply chain, including all our suppliers and manufacturers, comply with the Leaping Bunny criteria. Without monitoring the entire supply chain, there is no assurance that substances have not been animal tested at an earlier stage.

  • All products, raw materials and ingredients are checked for any new animal testing at least every 12 months.

  • Our monitoring system is subject to regular independent audits (outside of Cruelty Free International) to ensure continued compliance with our fixed cut-off date for all products, including any new ones.

What is a fixed cut-off date?

The fixed cut-off date is the confidential, immovable date after which we have adhered to the strict Leaping Bunny criteria. The fixed cut-off date is an internal marker for Primark that allows us to monitor our suppliers and products to ensure compliance with the Leaping Bunny criteria from that date.

What products can be Leaping Bunny approved?

In order to achieve Leaping Bunny approval, every single one of our own brand cosmetics and personal care products, in every single country we sell, must meet the criteria listed above.

For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria, please visit