23 Sept 2026
smol is cruelty free.
Those two little words show up in lots of places, so it’s worth telling you what sits behind ours.
smol is approved by Cruelty Free International, the organisation working globally to end animal testing. And getting their stamp of approval means doing a lot more than just sticking the words “cruelty free” on a pack.
So what does cruelty free actually mean?
When it comes to the household cleaning sector in the UK, testing finished products on animals is banned, with restrictions also on individual ingredients used for household products.
Which is good news.
But Cruelty Free International approval goes further than just meeting legal standards.
Their Approval Programme takes a much closer look at how a brand makes its products, including a check on the ingredients it uses and the suppliers behind them. In this way, it provides independent assurance that a brand is meeting Cruelty Free International’s rigorous cruelty-free criteria.
What does Cruelty Free International approval involve?
Quite a lot, as it happens.
To gain Cruelty Free International approval, brands must:
- Have a fixed cut-off date after which animal testing is not permitted
- Study their supply chain right down to ingredient manufacturer level
- Monitor suppliers to make sure standards continue to be met
- Have that supplier monitoring independently audited
- Meet these requirements in whichever country their products is sold
It’s not an approval you gain once and then forget about. And that scrutiny matters.
New logo. Same standards.
But wasn’t there a bunny involved?
For many years the Cruelty Free International programme was recognised by its famous Leaping Bunny logo.
In 2026, Cruelty Free International introduced a new name look for its global programme: the Cruelty Free International Approval Programme, with a new Cruelty Free International stamp of approval.
So the bunny has hopped off.
But the rigorous standards haven’t gone anywhere. As we switch over to the brand new logo on our packs you might still spot the old Leaping Bunny logo on some packaging, as well as the new Cruelty Free International stamp. Rest assured that both relate to the same programme.
Cruelty free and vegan: are they the same thing?
Not quite.
What does it mean? | |
Cruelty free | Relates to animal testing and how a product, its ingredients and supply chain are managed. |
Vegan | Relates to what goes into the product. Vegan products contain no animal-derived ingredients. |
smol | Our products are vegan, and also approved by Cruelty Free International. |
So when you choose smol, you don’t have to choose between the two.
