Axe, one of Unilever’s top 30 Power Brands, is now PETA approved, meaning its products and ingredients are not tested on animals anywhere in the world.

Axe is now PETA approved and has joined PETA’s Beauty Without Bunnies programme.
The brand has pledged not to commission any animal tests on ingredients or finished products.
In a report by UNiDAYS,* 43% of Generation Z students said they would never buy beauty products that have been tested on animals.
Axe, known as Lynx in the UK, is the latest Unilever brand to gain approval from PETA, People for the Ethical Treatment of Animals.

The accreditation means Axe joins more than 20 Unilever brands on the animal protection organisation’s global Beauty Without Bunnies programme, 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.

The business case for non-animal testing
Unilever has used and developed alternatives to animal testing for more than four decades. We are recognised by PETA as a company working for regulatory change, and we share our scientific expertise in non-animal safety science with governments, NGOs and businesses all over the world.

We say use science not animals. And the Gen Z consumers who choose Axe feel the same way. In the UNiDAYS 2022 Beauty Report[a], conducted across five countries, UNiDAYS found that 43% of Gen Z students said they would never buy beauty products that have been tested on animals.

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