Herbal Essences brand has joined PETA US' Beauty Without Bunnies programme. The well-known brand has been added to PETA US' list of companies and brands that don't test on animals and will soon feature the "cruelty-free" bunny logo on its packaging.

Herbal Essences' parent company, Procter & Gamble, has partnered with PETA US for many years to end animal testing in the beauty industry around the world.

Lisa Jennings, Vice President, Global Herbal Essences said that the company had been working on animal testing alternatives for years. "PETA US' cruelty-free credential and logo provide consumers with the assurance they are looking for as they choose their shampoos and conditioners. We're proud to have passed the group's stringent verification process to join their trusted list of cruelty-free brands."

"Procter & Gamble has shown a commitment to ending the use of animals in tests wherever and whenever possible and has worked for years to develop and promote non-animal methods," added PETA US senior vice president Kathy Guillermo. "PETA US is pleased to collaborate with the company's scientists to spare animals suffering in deadly tests, and we're delighted to welcome Herbal Essences to our cruelty-free list."

Procter & Gamble's previous work with the PETA International Science Consortium includes co-authoring a paper describing non-animal approaches to assess respiratory toxicity and participating in a consortium that works with the US Food & Drug Administration to gain regulatory acceptance for non-animal tests.