Dial Gains Leaping Bunny Certification

Dial is now a Leaping Bunny-certified brand.


Under the certification, announced by Cruelty Free International, a leading organization working to end animal testing on, Wednesday, all Dial products are officially Leaping Bunny approved. 


For Dial, receiving this gold standard approval is another milestone in providing a clean that consumers can count on. A trusted brand of almost 75 years, Dial continues to evolve and look for ways to better the lives of consumers through its long-standing history of supporting healthy hygiene habits.


“At Dial, we continue to strive to make a meaningful difference in our consumers’ lives by providing them with trusted products,” said Martina Spinatsch, vice president, research and development at Henkel. “We know that choosing beauty and personal care products with high cruelty free standards has become increasingly important to consumers. We are thrilled to be recognized by Cruelty Free International and gain the Leaping Bunny approval for all Dial products.”


The Cruelty Free International Leaping Bunny is the globally recognizable gold standard for cruelty free cosmetics, personal care, household and cleaning products with requirements that go above and beyond laws restricting animal testing. Approval must be given to all of a brand’s finished products – individual products or items cannot be approved in isolation. For Dial to be approved, it had to forensically investigate its entire supply chain, including all raw materials and individual ingredients. Cruelty Free International’s Leaping Bunny is the only cruelty free approval that requires a supplier monitoring system to be implemented by the brand, supply chain verification to ingredient manufacturer level, adherence to a fixed cut-off date policy, and acceptance of ongoing independent audits to ensure compliance.  


“Dial has been a much-loved household name in the US for more than 70 years,” said Michelle Thew, Cruelty Free International CEO. “We’re delighted to grant Dial personal and beauty care products Leaping Bunny approval, showing that being cruelty free really is for everyone. Leaping Bunny approval is rigorous and can take many months. Congratulations to Dial and welcome to the Leaping Bunny family.”


Dial will be enlisting the support of its recently announced Count on Clean Crew to help share the message of its Leaping Bunny approval. The Count on Clean Crew consists of experts in their fields who will continue to communicate the Dial brand mission and initiatives to promote healthy hygiene habits. Dial will enlist the support of Count on Clean Crew members Jhánneu (Sustainability Content Creator), Danielle Maltby (Registered Nurse) and Rosie Acosta (Wellness Content Creator and Author) to spread the word about the wide selection of Dial Leaping Bunny approved cruelty free hand and body wash products.


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