A growing number of animal-free and cruelty-free brands are capitalising on the ethical beauty alternative
What do Madonna, Kat Von D, Ariana Grande and Tom Ford have in common? And no, it’s not that they’re about to launch a mega-celebrity brand.
These four beauty powerhouses are plant-based advocates, as are Stella McCartney and Natalie Portman.
Whether it’s for health, ethics or wellbeing reasons, these brand owners and ambassadors are a part of a growing global movement that has evolved out of the kitchen and onto the vanity table by advocating a beauty routine free of animal-derived products in favour of a cruelty-free lifestyle.
According to The Vegan Society, the number of Brits opting for the lifestyle is up 360% in the past ten years, and millennials currently make up 42%.
While UK supermarkets are taking note of the demand for vegan goods – Mintel reported that the meat-free food sector was worth £572m in 2017 – the trend is also prompting a change in the beauty industry.
The first vegan beauty report . . .
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