Coty announces Paixão is Leaping Bunny approved by Cruelty Free International
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Paixão is Coty’s third Brazilian brand – and seventh in the company's global portfolio – to be approved by the organization
São Paulo, February 2025 - Coty, one of the world’s largest beauty companies with a portfolio of iconic brands announces that its Paixão brand in Brazil has been approved by Cruelty Free International under the Leaping Bunny programme.
Cruelty Free International is the leading organization working to end animal testing worldwide. The Cruelty Free International Leaping Bunny programme is the globally recognizable gold standard for cruelty-free cosmetics, personal care, and household and cleaning products, with requirements that go above and beyond laws restricting animal testing. To achieve this approval, Paixão investigated its entire supply chain, including all raw materials and individual ingredients.
"This announcement reflects Coty's commitment to ethics and innovation in product development. Cruelty Free International approval for yet another of our brands not only reinforces the company's values, but also positions Coty in a global movement for more responsible beauty," explains Henrique Sales, VP of R&D LatAm at Coty.
Coty Brazil reaffirms its commitment to creating products that ignite desire and capture the essence of sustainability, in line with Coty’s global Beauty that Lasts strategy. In Brazil, the company implements local sustainability initiatives, such as promoting an inclusive workplace, community activities and implementing a robust compliance program, with the aim of making its operations in Brazil increasingly sustainable.
Paixão is the third Coty brand to be approved by the Leaping Bunny programme in Brazil and the seventh in the company's global portfolio – brands such as Risqué, Monange, COVERGIRL, Rimmel, Manhattan and philosophy have already achieved Cruelty Free International approval.
Created in 1986, Paixão is famous for its body oils and moisturizers, which stand out for their striking and enveloping aroma. Over the years, the brand has established itself in the country as one of the main options for women looking for products that offer both hydration and long-lasting fragrance. "Achieving Cruelty Free International approval for another brand in our portfolio brings us pride and satisfaction. In addition to supporting our sustainability commitments, Coty understands the value the Leaping Bunny logo has in consumer purchasing decisions. It is a powerful mark of how that our products align with their values,” says Regiane Bueno, VP of Marketing Coty Brazil & LatAm.
Michelle Thew, CEO of Cruelty Free International, says: “The message of Paixão is one of sensuality and self-care that empowers women. With the growing number of consumers who see animal welfare as a fundamental part of their lifestyle, we are pleased to welcome Paixão to the Cruelty Free International family. The focus on holistic well-being, of both humans and animals, makes perfect sense for a demanding and dynamic market. Cruelty Free International approval is rigorous and can take many months to achieve. We congratulate the Coty team on this important achievement!”
About Coty
Founded in Paris in 1904, Coty is one of the world’s largest beauty companies with a portfolio of iconic brands across fragrance, color cosmetics, and skin and body care. We serve consumers around the world, selling prestige and mass market products in more than 125 countries and territories. Coty and our brands empower people to express themselves freely, creating their own visions of beauty; and we are committed to protecting the planet. Learn more at coty.com or on LinkedIn and Instagram.
In Brazil, Coty Group operates with global brands in the company's portfolio, such as in the fragrance, makeup and facecare segments. And it has several local brands as a differential, including Monange, Risqué, Bozzano, Paixão and Cenoura & Bronze. In Brazil, the operation has approximately 2,300 employees allocated to its companies, located in the State of São Paulo (Research and Development area and administrative headquarters); and in the State of Goiás (Savoy factory and main distribution center). Visit our local channels on LinkedIn and Instagram.
About Paixão
www.linhapaixao.com.br | @paixaooficial
Created in 1986, Paixão, one of the Brazilian brands of the multinational Coty, has well-known deodorant body oils and moisturizers with seven fragrances inspired by fine perfumery. Since its launch, Paixão brand has conquered Brazilian women, becoming the reference brand in female sensuality.
About Cruelty Free International
Widely respected as an authority in the field, Cruelty Free International is the leading organisation working to end animal testing worldwide. They create change, working with businesses, citizens, politicians and regulators to create a cruelty-free world. They raise awareness and respond to global consumer demand by supporting leading companies with their cruelty-free journey.
Working with Cruelty Free International, achieving approval under the Leaping Bunny programme, enables brands to demonstrate their commitment to consumers. With demand growing every year, approved partners range from start-up cruelty free cosmetics companies to high profile international retailers and supermarket chains.
For more information, please contact:
Rosana Marques