AXE gains PETA approval

Written on: January 26, 2024 by SprayTM

Axe, known as Lynx in the UK, is the latest Unilever brand to gain approval from People for the Ethical Treatment of Animals (PETA).

The accreditation means Axe joins more than 20 Unilever brands on the animal protection organization’s global Beauty Without Bunnies program, renowned for its rigorous high standards. It’s 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 has used and developed alternatives to animal testing for more than four decades. Recognized by PETA as a company working for regulatory change, Unilever shares its scientific expertise in non-animal safety science with governments, NGOs and businesses all over the world.

“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,” said Unilever Personal Care President Fabian Garcia.

Dr Julia Fentem, Global Head of Safety, Environmental and Regulatory Sciences at Unilever, adds that the brand’s PETA approval is thanks to decades of research in alternatives to animal testing by Unilever’s scientists. “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.

Axe is sold in more than 90 countries across the globe. 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.

“We welcome Unilever’s iconic men’s fragrance brand, Axe, to our list of companies and brands that have banned all tests on animals,” says Kathy Guillermo, Senior VP, Laboratory Investigations Dept. 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.”