Cruelty Free International extends beauty pilot scheme across China

Australia's Subtle Energies becomes the first Leaping Bunny brand to sell in China outside of Shanghai

Australia’s Subtle Energies has become the first beauty brand to sell Leaping Bunny products across Greater China, as Cruelty Free International expands its pilot project beyond Shanghai.

Subtle Energies will now supply Peninsula Spa, based in the Chinese capital Beijing.

This marks a new phase in Cruelty Free International’s China journey, which began with the Shanghai-based pilot scheme’s launch in 2018.

Following a review of the pilot and careful scrutiny of 2020 changes to legislation, Cruelty Free International, Subtle Energies and Shanghai-based regulatory advisor Knudsen&CRC, took the decision to extend the provision of Subtle Energies’ cruelty-free products to brick-and-mortar outlets across mainland China.

The ‘Interim Measures for Product Quality Supervision and Spot Inspection Management’ and the ‘Interim Provision on the Recall of Consumer Products’ were introduced in China in January this year.

“I am absolutely delighted that Subtle Energies is able to spearhead the next stage of our work in China,” said Cruelty Free International’s CEO, Michelle Thew.

“We have spent a lot of time over the past two years learning from our pilot and talking to people about the new regulatory environment.

“Being able to move from Leaping Bunny brands being available only to consumers in Shanghai to providing cruelty free cosmetics to everyone in China is fantastic.”

“We are truly honoured to have been part of the Cruelty Free International Leaping Bunny programme since our early days as a brand,” added Nick Irani, Director of Operations and Brand Development at Subtle Energies.

“They have done phenomenal work in developing the landmark pilot project for cruelty free brands in China, together with their regulatory partners, Knudsen&CRC, providing a pathway for us to offer our family’s work in luxury natural skin care and wellness to China with the crucial assurance that we are not exposed to animal testing either before or after we hit the market.

“We are thrilled to have been part of this great initiative and look forward to now being able to offer our cruelty free results-based skin care in Greater China.”

All international Leaping Bunny brands wanting to sell in China using this all-China route must agree plans with Cruelty Free International, manufacture at approved facilities within China and maintain ongoing contact with their distributors and retailers to monitor any risks of animal testing.

They should likewise only use ingredients that feature on the list of approved cosmetics and personal care ingredients in China, and not include special use cosmetics in their sales offer, notes Cruelty Free International.

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