The Unilever-owned brand makes announcement on social media on World Vegan Day
Hourglass Cosmetics has announced its goal to become 100% vegan by 2020.
The make-up brand, acquired by Unilever in June, took to Instagram and Twitter today to share its news on World Vegan Day.
“At Hourglass, we believe that luxury is a combination of innovation and integrity,” said Carisa Janes, founder and CEO of Hourglass Cosmetics. “This begins with our commitment to creating cruelty-free products and ultimately being the first completely vegan luxury cosmetics brand in the world.
" It is not a simple solution, but we are dedicated to putting in the time and effort it will take to find vegan alternatives for our product formulas.”
Hourglass plans to source alternative ingredients – free of animal by-products – to replace frequently used animal-derived cosmetic ingredients such as beeswax and carmine.
The brand already sells some vegan products including its hero Veil Mineral Primer, Veil Fluid Makeup, Voyeur Waterproof-Liquid Liner and Ambient Powders.
It has also partnered with the Nonhuman Rights Project – a US animal rights non-profit organisation and is donating all proceeds of its vegan ‘leather’ make-up clutch bag to the cause.
In the run up to its announcement today, Hourglass has been posting images on Instagram featuring the clutch bag alongside different animals.
Hourglass Cosmetics was founded in 2004 by Janes, debuting in Barneys New York. Today it is available in retailers across the world including John Lewis, Sephora, Liberty and Harrods, among others.