Bite Beauty vegan

Bite Beauty is now vegan, too.

The Kendo-owned cosmetics brand has been working to reformulate its lip products for the past two years. On Jan. 10, it will relaunch with new vegan formulations and will add a new category to its portfolio: complexion.

We want to make clean mainstream,” said Laure de Metz, general manager of Bite. “We cracked the code on lipstick color and lip treatment, and we know that our customers are very interested in clean skin care. When it comes to foundation or complexion, our client is looking for products that perform. We feel that what’s available to her in the marketplace is not performing to the level that she expected.”

Bite complexion system

Bite Beauty’s Changemaker Complexion System, consisting of a primer, foundation and pressed powder.  Courtesy Image

Bite’s foray into complexion comes as a three-part system. There are two types of primers, a 32-shade micellar foundation range and a pressed powder available in eight shades. The full system is clean, vegan, cruelty-free and gluten-free, with prices ranging from $36 to $39.50.

WWD previously reported on the rise of vegan makeup. The trend coincides with the mainstreaming of veganism — due, in part, to conversations on climate change and the popularity of food documentaries, including Netflix’s “The Game Changers.”

Bite Beauty, which is part of Sephora’s Clean at Sephora campaign, joins a growing list of vegan beauty brands, including Milk Makeup, Kat Von D and Hourglass Cosmetics. In 2018, vegan and cruelty-free brands made up 32 percent of the prestige makeup market in the U.S., according to The NPD Group.

More from WWD.com:

Vegan Makeup: The Latest Millennial Beauty Fixation

Clean at Sephora Expands, Triples List of Banned Ingredients

Clean Beauty Brand Tower 28 to Enter Sephora Stores in 2020

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