THE WHAT? Unilever’s Axe has gained approval from People for the Ethical Treatment of Animals (PETA). The accreditation will see the deodorant brand join its stablemates on the Beauty Without Bunnies program.
THE DETAILS “We are proud to be officially PETA approved,” says 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.”
THE WHY? The independent recognition confirms that Axe does not conduct or commission any animal tests on ingredients or finished products, and that it pledges not to do so in the future – an important consideration for Gen Z shoppers.