Figures from Superdrug reveals the cruelty-free sector is booming
Singer Ellie Goulding has been credited for influencing consumers.
Superdrug has revealed that vegan beauty sales are up by 20% over the last year, across both make-up and skin care.
The UK-based retailer said celebrities such as Ellie Goulding, Lucy Watson and Paul McCartney are causing shoppers to conform to a more conscious way of living.
Superdrug now boasts 700 own brand vegan products, including its B. make-up range – one of the first vegan high street retail own brands.
Sarah Gardner, Superdrug Head of Beauty, said: “In the last year we’ve seen a huge increase in the demand for people searching for vegan beauty and skin care products.
Customers are becoming savvier about how products are tested and what ingredients are in their favourite products.”