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Vegan haircare brand Noughty has been awarded cruelty-free ‘Leaping Bunny’ accreditation by Cruelty Free International.

The brand, which describes itself as ’97 percent natural’, includes shampoos, conditioners and serums. It is already certified by The Vegan Society.

‘Cruelty-free commitment’

“We are delighted that Noughty has achieved Leaping Bunny certification for its haircare range,” Michelle Thew, Chief Executive of Cruelty Free International, said in a statement sent to Plant Based News.

“Noughty joins the growing Leaping Bunny family of companies to have recognized that ethical consumers care and are using their purchasing power to help end animal testing in cosmetics and personal care.

“We congratulate Noughty for its commitment to ending animal testing and for helping customers enjoy cruelty-free haircare.”

‘Incredible proud’

“We are incredibly proud to announce that all Noughty products have now been awarded Leaping Bunny certification by Cruelty Free International,” Lorna Mitchell, Co-Founder of Noughty Haircare, added.

“Since launching, it has been our mission to design innovative, affordable haircare products with high integrity, performance-led formulations that never use animal-derived ingredients and are cruelty-free.

“We are proud to show our commitment in making the industry free from animal testing and passionately believe in the importance of taking a stance and working towards this goal.”

Going cruelty-free

Noughty’s accreditation marks a spate of brands becoming more aware of the demand for cruelty-free beauty products, including Herbal Essences, owned by global conglomerate Proctor & Gamble, which was recently awarded the status by vegan charity PETA US.

Although Herbal Essences is sold in China, where testing is mandatory by law, according to PETA, ‘the brand has worked within Chinese regulations to make sure that will never happen’.

“Herbal Essences’ parent company, Procter & Gamble, has partnered with PETA US for many years to end animal testing in the beauty industry around the world, with notable changes made in regions such as China,” says PETA. “The company is also collaborating with PETA US scientists on a variety of efforts to replace the use of animals in deadly toxicity testing. PETA US and Herbal Essences will continue to work together to ban animal testing globally.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.