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It’s official… 17. is Cruelty Free!

05 December 2022
News Beauty

Boots is delighted to announce that all 17. cosmetics are now Leaping Bunny approved by Cruelty Free International. The Leaping Bunny programme is the globally recognisable gold standard for assessing cruelty free cosmetics and personal care products – a big hop in the right direction for affordable, cruelty-free beauty!

The Leaping Bunny approval requires cruelty free standards over and above expected legal requirements. This includes analysis of the entire supply chain and every stage of the product journey, down to raw materials and ingredients. Offering a choice of over180 high-performing cosmetics all priced at £5 or less, 17. joins Boots other Leaping Bunny approved beauty brands Botanics, Soap & Glory and Liz Earle Beauty Co.

Jenna Whittingham-Ward, Head of Beauty – Boots Brands & Exclusives, said: “At Boots, we are committed to bringing our customers quality, affordable beauty without limits or barriers. The Leaping Bunny approval from Cruelty Free International gives our customers the highest assurances that Boots is making a genuine commitment to offer more cruelty free beauty choices. With lipsticks and eyeshadows starting at just £2, we’re proud that 17. is now one of the most affordable Leaping Bunny approved cosmetics brands on the UK high street.”

Michelle Thew, CEO of Cruelty Free International, said: “We are thrilled that another Boots brand is joining our Leaping Bunny family and helping us in the fight to end animal testing for cosmetics and their ingredients.”

The news comes as Boots reveals new limited edition 17. shades for the winter months ahead, featuring neutral and berry tones across lip and eye products perfect for seasonal makeup looks. The limited-edition shades are available in selected Boots stores and online at

Earlier this year, Boots announced the surprise return of 17. with a brand-new look and new formulation products at unbelievably low prices. 17 is exclusively available at Boots in over 500 stores across the UK, online and on the Boots App. With Next Day Click & Collect available at 1,600 stores*, customers can pick up 17. at their local Boots store, wherever they are in the UK.


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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and 2,100 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 30 November 2023