Axe, one of Unilever’s top 30 Power Brands, is now PETA-approved, meaning its products and ingredients are not tested on animals anywhere in the world.
Axe, known as Lynx in the UK, is the latest Unilever brand to gain approval from People for the Ethical Treatment of Animals.
The accreditation means Axe joins more than 20 Unilever brands on the animal protection organisation’s global Beauty Without Bunnies programme, which Unilever said is renowned for its rigorous high standards.
Its independent recognition 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.
Unilever said it has used and developed alternatives to animal testing for more than four decades, adding it is recognised by PETA as a company working for regulatory change. It said it shares its scientific expertise in non-animal safety science with governments, NGOs and businesses all over the world.
“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.”
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, demonstrating that the brand does not, and will not, test on animals anywhere in the world.
Unilever’s Axe deodorant is now PETA-approved
