Kmart has just become the first Australian owned retailer to have its own-brand beauty products awarded a Leaping Bunny logo, marking a “significant” change for the budget brand.
All “Anko” cosmetic and personal care products at the discount superstore are now officially cruelty free after recently being given the official sign-off from animal protection agency Cruelty-Free International (CFI).
Nicola Farrell, the business manager for beauty at Kmart, said the move was part of its “People & Planet” campaign which sees the retailer shine a light on some of the responsibilities and commitments it has made within the areas of sustainability and community.
“The beauty category at Kmart is fast, dynamic, and ever evolving,” Ms Farrell told news.com.au.
“Our team are continually developing new ranges that meet our customers’ changing needs.
“Over the past 18 months our focus has been the acceleration of our house brand.”
Ms Farrell said Kmart has been “focusing on offering exceptional products at exceptional value” across its home brands while taking into account changing customer needs.
“Our customers’ demands have evolved, they are expecting transparency as well as seeking authenticity and inclusivity from beauty brands,” she added.
“We are so proud to have partnered with the global gold standard Leaping Bunny and receive the certification.”
Ms Farrell also said Kmart decided to change its operations across its own-brand beauty products, which launched towards the end of 2022, as the retailer recognised the “responsibility [it had] to all the many lives we touch, including those of our much-loved animals”.
“The Leaping Bunny is the globally recognisable gold standard for cruelty free consumer products with standards that go over and above legal requirements,” she explained.
“It was important for us to work with Cruelty Free International to achieve this approval, as we knew it would give our customers the reassurance they deserve when purchasing from our much-loved beauty range.”
In order for products to receive the Leaping Bunny stamp of approval, companies must meet a strict range of criteria, as well as commit to “no new testing” of its products on animals.
“To become Leaping Bunny approved, brands must apply a fixed cut-off date, an immovable date after which neither the brand nor any of its suppliers and manufacturers may conduct, commission, or be party to animal tests for raw materials or ingredients anywhere in the world,” Michelle Thaw, Chief Executive of CFI told news.com.au.
“This applies for their entire supply chain down to the ingredient manufacturer.
“Finished product testing is also not allowed for Leaping Bunny brands anywhere in the world.”
In order for Kmart, and any other brand to maintain its status as cruelty free with CFI, an annual supplier monitoring system has to be implemented; and regular independent supply chain audits are conducted to ensure compliance.
“All Leaping Bunny brands must meet these criteria for their entire own-brand products and for every country they sell in,” Ms Thaw said.
“Science has progressed so much over the last two decades that beauty products which have been tested on animals are now the exception to the norm.
“More and more consumers want to make ethical decisions on the products that they use, and animal testing is a major red flag for an increasing number of consumers.”
As well as overhauling the Anko beauty range, Kmart has expanded it in line with the announcement, a detail eagle-eyed shoppers have already spotted on shelves.
“There’s new retinol, glycolic acid, and salicylic acid based products that I’m really impressed with,” one social media user shared on TikTok.
“There’s an all-new skincare range in Kmart, so many to choose from, all just $6,” another shopper posted.
Viewers were quick to comment, with many declaring the new goodies were “amazing”, as others compared some of the items to expensive brands sold elsewhere.
“The lip masks slap! I have one of every colour! Watermelon and raspberry are the best,” one happy customer wrote.
“The hair and body mists are a ‘dupe’ for Sol de Janerio,” another claimed.
Originally published as Kmart’s own-brand beauty line is now Leaping Bunny approved