By  on October 23, 2018

Vegan makeup — once a niche subcategory relegated to health food stores — has dropped its crunchy persona and entered the mainstream beauty fold.

As consumers — particularly health-conscious Millennials and Gen Z — increasingly shop for products that align with their values, “vegan,” along with adjacent terms like cruelty-free and plant-based, has become the latest beauty buzzword to serve as an identifier of a cool brand. With vegan status now a covetable attribute, companies in both the natural and mainstream beauty spaces are racing to reformulate old products containing animal byproducts like lanolin or beeswax, or remarket existing vegan formulas with more overt vegan branding.

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