How Axe became a global bestseller and the new G.O.A.T. of male grooming for Generation Z everywhere.
Axe gains PETA approval and joins Beauty Without Bunnies list
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, known as Lynx in the UK, is the latest Unilever brand to gain approval from PETA, People for the Ethical Treatment of Animals.
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 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 , 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.
Championing confidence without cruelty
“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.”
Dr Julia Fentem, Global Head of , adds that the brand’s PETA approval is thanks to decades of pioneering research in alternatives to animal testing by Unilever’s scientists, working together with other leaders in non-animal safety science and global stakeholders.
“Unilever has more than 20 PETA approved brands and we’re thrilled to see Axe join them. We believe that using non-animal approaches to assure ingredient and product safety enables us to better protect people and the environment – and we remain steadfast in our commitment to support an end to animal testing all over the world,” she explains.
A long-standing commitment to ending animal tests
Axe is sold in more than 90 countries across the globe. PETA’s logo will begin to appear on Axe products next year, demonstrating that the brand does not, and will not, test on animals anywhere in the world.
“We welcome Unilever’s iconic men’s fragrance brand, Axe, to our list of companies and brands that have banned all tests on animals,” says Kathy Guillermo, Senior Vice President, Laboratory Investigations Department at PETA.
“Millions of PETA supporters and compassionate consumers all around the world will be delighted by this news, and we want to thank Unilever for its long-standing commitment to ending tests on animals everywhere.”
Noemie Lottiau has a nose for a great smell. As a classically trained fragrance expert, she leads fragrance design for Axe/Lynx and helps create some of the brand’s most popular scents. Here she shares the story behind the new premium Axe Fine Fragrance Collection.
We say use science, not animals, to ensure consumer products and their ingredients are safe. Read more on our commitments, our work and the challenges.