Seeking to provide options for the expanding population looking for vegan and cruelty-free beauty, Ricky’s NYC is rolling out Velvet 59 to 10 locations.

The collection of products created by Paris Manning, a 23-year-old animal lover who saw a gap in the market for a brand like hers, hits Ricky’s shelves this week. Ricky’s is stocking the full Velvet 59 lineup including the Contour is a Girl’s Best Friend palette, Matte to the Max liquid lipstick and the My Fair Lashes mascara. Animal by-products are not used in the formulas and the products are not tested on animals.

Prices range from $18 for the Malibu Sunset Collection of four lipsticks to $45 for the contour palette. The stores selected are in New York and Miami.

Raised by parents in the beauty industry, Manning was exposed at an early age to leading makeup artists and products. She created her line to address what she saw as a lack for long wear, vegan and cruelty-free beauty choices. In particular, Velvet 59’s items provide a vivid color payoff not found in all vegan beauty items. Manning launched online last July and the collection caught the interest of Ricky’s executives. This represents the first expansion into brick-and-mortar for the up-and-coming brand.

Ricky’s has been at the forefront of adding in vegan beauty to serve expanding demand adding products in stores as well as on its Web site.

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Research indicates natural — which for many consumers includes vegan and cruelty free — will be among the most fertile areas of growth for the next 20 years. The uptick in natural volume has already commenced. According to 52-week Nielsen data for the period ending Dec. 19, 2015, the natural and organic color cosmetics category was up 4.3 percent over the same period in 2014 — slightly above the average 3 percent for conventional beauty. Experts predict consumers will be on the prowl for more homegrown beauty brands created by independent companies.

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