Natura, now The Body Shop’s parent company following L’Oréal’s sale of the brand, also includes Aesop under the company umbrella of Natura &Co.
Its products and ingredients have been awarded certification by Cruelty Free International, and have been given the animal protection organisation’s “The Leaping Bunny” logo.
The logo, according to Cruelty Free International, attests to companies’ commitment to ending experiments on animals and enables consumers to easily identify products that are not tested on animals.
Fully certified portfolio
All Natura’s product lines are now certified. The company portfolio encompasses products for the body, face and hair, as well as perfumery and makeup.
Along with its steps to be recognised for avoiding animal testing, Natura is also a brand which focuses on a naturals offering: it uses an average of 81% vegetable ingredients in its formulas, and many products are vegan, such as its Ekos line bar soaps, creams, shampoos and moisturisers.
“This certification strengthens our communication to consumers that we are a group that advocates the end of animal testing in the cosmetics industry in Brazil and worldwide. We are extremely pleased to receive this recognition”, states Roseli Mello, Natura’s director of Innovation.
Natura says it has developed over 67 alternative methodologies to assess the safety of its products, in partnership with Brazilian and international universities and research institutes, in the years since it ceased testing ingredients or products on animals (in 2006).
The Body Shop, whose acquisition by Natura was concluded in 2017, has never tested its products on animals. Since 1989, the company has conducted campaigns around the world to put an end to this practice.
Aesop has also never tested its products or ingredients on animals and is in the process of obtaining the Leaping Bunny seal.