Luxury beauty brand Hourglass Cosmetics announced this week that it would remove all animal products from its collections by 2020. “Luxury is a combination of innovation and integrity,” Hourglass Cosmetics CEO Carisa Janes said, “and our values have always been exemplified in our commitment to creating cruelty-free products. If we are truly committed to being 100-percent cruelty-free, we shouldn’t have animal-derived ingredients in our products.” The brand—which already offers several vegan products—put out a call to ingredients innovators to help it find suitable replacements for beeswax, lanolin (a wax secreted from animals used for wool), and carmine (a red color derived from ground insect bodies). Hourglass Cosmetics is currently promoting a campaign in partnership with the Nonhuman Rights Project and will donate all profits from the sales of its vegan leather makeup bags to help the animal-rights organization fight for legal protections for nonhuman animals. Last year, makeup mogul/animal-rights activist Kat Von D made a similar vow and is currently reformulating all products in the Kat Von D Beauty collection to be free from animal products.