At Noughty, we love animals. We make sure this is reflected in everything we do, so our products have never been tested on animals. Ever. We’re also very proud of our choice to be Vegan and Vegetarian-friendly, which means that we never use any ingredients derived from animals: from honey and beeswax to lanolin and keratin.
But as we’re a passionate and proactive crew here at Noughty, resting on our laurels isn’t for us. We want to do better, be better and make a difference.
For this reason, we’re in the process of being certified by Cruelty-Free International, through the Leaping Bunny Programme, to become an official cruelty-free brand. And when that’s complete over the coming months, we will be the proud owners of a little bunny and a pair of stars you’ll see appear on Noughty tubes, tubs and bottles all around the world.
What does that bunny stand for?
Leaping Bunny certification is the international gold standard for non-animal tested consumer products and it’s the way we choose to give all our customers total transparency around our meaning of Cruelty-Free. Achieving the highest accolade of Cruelty-Free Beauty is another choice we want you to trust.
How do brands like Noughty get the bunny?
In order to be able to use the Leaping Bunny, Noughty has to comply with Cruelty-Free International’s rigorous standards. We have scrutinised every ingredient we use and its supply chain source, with a cut-off date of 2009. It takes a lot of hard work and laborious attention to detail, but it’s worth it to know that being irrevocably cruelty-free can make the difference that counts.
Why is it so important to us?
We want to set an example. While it has been illegal to test finished household and beauty products on animals since the 11th of March 2013 in the EU, it is still possible for brands to use recently animal tested ingredients in their products. Something we would never do and believe no one should. That’s why we are working with Cruelty-Free International, to raise awareness of the issue and will continue to do so, until every monkey, dog and bunny, hop free.
Your choice also counts.
Around the world, millions of animals are used to test the safety of chemicals. There are other ways of testing, ways that don’t involve inflicting cruelty and even death on animals. When you make the choice to purchase cruelty-free products, you’re supporting research, monitoring and campaigning that has shaped and changed practice, attitudes and legislation around testing on animals. Look for the bunny. Buy the bunny. Help us to make the difference.
Our entire range of multi-award winning, 97% natural haircare products are approved as cruelty-free under the Leaping Bunny programme! We were also super proud to be the first natural haircare range to be approved under Leaping Bunny, the globally-recognisable gold standard.
To celebrate this achievement, our Co-Founder of Noughty Haircare Lorna Mitchell and Cruelty Free International’s CEO Michelle Thew teamed up and took to Facebook, to discuss the Noughty journey to becoming Leaping Bunny approved and the importance of showing a genuine commitment in making the industry free from animal testing.
Here’s how it went!