New York-based beauty brand Milk Makeup announced today that it removed all animal products—such as beeswax, lanolin, and carmine—from its collection to become fully vegan. “While we’ve always been a majority-vegan line, the shift to 100-percent vegan is important to us because using animal byproducts is an unnecessary practice,” Milk Makeup co-founder Dianna Ruth said. “There is no animal product or byproduct that doesn’t have a safe natural or synthetic alternative.” The brand removed several items from its line (Glitter Stick in Trance and New Wave, Eye Vinyl in Valet, Hero Salve, Lip Salve, and Eye Pigment in Peep Show) that it could not reformulate to be fully vegan. “Even if you have yet to go vegan from a nutrition or even a fashion standpoint, there’s never been a better time to take a vegan approach to your makeup and skin care,” the company’s revised website states. “You’ll get the same, if not better, quality and efficacy without compromising your values. Other beauty brands—such as Kat Von D Beauty and Hourglass Cosmetics—have recently pledged to go vegan to show that quality beauty products can be created without exploiting animals.