Behind the Bunny: An Exclusive Interview with Kim from Leaping Bunny

At Cruelty Free Consumer, we believe in making compassionate choices simple. That’s why we’re thrilled to sit down with Kim from Leaping Bunny, the gold standard in cruelty-free certification. Their mission is to ensure that no animal suffers for beauty, skincare, or household products. In today’s exclusive interview, we chat with Kim about Leaping Bunny’s impact, what it takes to be certified, and how consumers can make more ethical choices. Plus, we’re shining a spotlight on one of our favorite Leaping Bunny-certified brands: Jones Road Beauty, and their must-have product, What The Foundation.

CFC: Tell us a bit about Leaping Bunny’s background and the core mission that drives the organization?

By 1996, the term ‘cruelty-free’ was being used all over. Companies had begun designing their own bunny logos, abiding by their own definition of ‘cruelty-free’ or ‘animal friendly’ which made shopping very confusing and/or misleading. In response, national animal protection groups banded together to form the Coalition for Consumer Information on Cosmetics (CCIC) which operates the Leaping Bunny Program on the basis of a comprehensive standard  with an internationally recognized Leaping Bunny Logo. We work with companies to help make cruelty-free shopping easier and more trustworthy.

CFC: How did you personally become involved with Leaping Bunny, and what motivates you most about this work?

I began work for Leaping Bunny in 2010 as a marketing manager. I have always loved animals and to be able to work in an area to help educate consumers and companies on animal testing was and is such a great opportunity. I am of the believe that since animals do not have a voice, it’s up to us to help them and so with Leaping Bunny, we make it our mission to connect compassionate consumers to cruelty-free companies.

CFC: What does it mean for a brand to be Leaping Bunny–certified, and what are the main criteria that must be met?

A brand that has been Leaping Bunny certified does not test on animals at any stage of product development, from ingredients to formulations to finished products.

CFC: Can you walk us through the steps a company takes to apply for and maintain Leaping Bunny certification?

  Companies first register their interest by completing a preliminary form to introduce us to their company. Upon review of their registration, we may have some follow-up questions, or forward a link to begin the actual application. The application process includes requesting all of a company’s raw material suppliers and/or contract manufacturers to complete Leaping Bunny Declarations, stating that they do not provide the company with any raw materials, formulations, finished products, etc, that have been tested on animals. In addition, each year, a company must go through Recommitment, which assures that their Supplier Monitoring System they have established is up to date. All companies must also be open to an independent audit.

CFC: How has the cruelty-free movement changed over the past few years, and what role has Leaping Bunny played?

  More and more brands are seeking cruelty-free certification as a default. It has become a norm in the industry overall, and suppliers and manufacturers are very used to being asked to substantiate cruelty-free claims. Leaping Bunny has become the gold standard in cruelty-free certification programs and we’ve even seen third-party retail sites require companies that want to sell through them show proof that they are certified cruelty-free.

CFC: Are there any notable success stories or partnerships you can share that illustrate Leaping Bunny’s impact?

  To date, we have certified over 2,300 brands as cruelty-free and we are proud to say that our website and our app are updated daily, which means shoppers always have the latest list of certified brands.

CFC: How can consumers quickly identify Leaping Bunny–certified products, and what should they look out for on labels?

  All Leaping Bunny certified companies must comply with the same Standard. The only difference is that some companies choose to license the Leaping Bunny Logo for display on their packaging or social media. At any point, a Leaping Bunny company may purchase the Logo for a nominal, one-time fee; however, there is no cost for companies to apply, get approved, and be added to our list of certified companies. Those who choose to use the logo are marked online with a Leaping Bunny Logo. By using our free Cruelty Free app, shoppers can quickly see if a brand is certified and/or scan a UPC barcode to check.

CFC: What are some misconceptions about cruelty-free labeling, and how does Leaping Bunny help dispel these myths?

  Leaping Bunny has a page dedicated for this exact question – answering myths vs. facts regarding cruelty-free brands and products. Check out all myths & facts.

CFC: Where can consumers find reliable resources to stay informed about cruelty-free issues, news, and certified brands?

  Consumers should subscribe to our monthly newsletter for all the latest news and newest companies we have certified. leapingbunny.org/enews and/or follow us on Tiktok, Instagram, and/or Facebook.

CFC: Do you have any upcoming initiatives or campaigns you’re particularly excited about that we should be on the lookout for?

  We will be launching a new version of our app which should enable improved scanning functionality. We have also just launched our new felted mascot, Leap the Bunny, who comes to live via stop motion. Her IG handle is Instagram.com/leapthebunny.

CFC: What advice would you give to smaller or emerging brands that want to become cruelty-free certified?

  Certification is completely free so even smaller brands are able to join the Leaping Bunny Program. Also, when onboarding suppliers/manufacturers, always check what their animal testing policies are before entering into an agreement.

CFC: Looking ahead, what do you envision for the future of Leaping Bunny and cruelty-free certifications in general?

  We will continue to certify brands as long as there is animal testing in personal care and household products!

CFC: What’s your favorite part of your role at Leaping Bunny, and is there a particular moment or memory that stands out?

  I love being able to work with brands to promote them for free. In this day and age, everything seems to have a cost associated with it, so I’m really proud of our free marketing program, especially being able to help give smaller brands a boost.

CFC: Is there anything else you’d like to share with our community about Leaping Bunny, or any advice for those who want to support cruelty-free practices?

  Stay engaged to stay informed! Follow us on social media and/or subscribe to our enewsletter for all the latest news!

CFC: Lastly – a favorite story or memory you’d love to share – AND a favorite Brand?

 Favorite memory: One of my favorite memories is when we worked with actress Amy Smart to produce a PSA. It was lots of fun filming and subsequent promoting, even getting to visit the set of Access Hollywood for a segment. You can still watch the skit over on the Leaping Bunny YouTube channel.

Favorite brand: There are SO many great brands out there, it’s hard to choose just one. However, I’ve always loved Booda Organics. They make the most amazing Booda Butter and after all these years, it’s still my go-to when my hands are especially dry!

We’re all about making conscious choices that align with our values. Supporting Leaping Bunny-certified brands like Jones Road is a simple way to make a big impact. Want to learn more? Visit Leaping Bunny for the full list of certified cruelty-free brands.

Do you have a favorite cruelty-free product? Tell us in the comments! And don’t forget to follow Cruelty Free Consumer for more interviews, product spotlights, and tips to make ethical shopping easy. Cruelty Free Consumer Newsletter sign-up.