A new report compiled by information company The NPD Group found that sales of vegan beauty products increased by 38 percent during the 12-month period between February 2017 and January 2018 in the United Kingdom. The report grouped vegan beauty products into a “prestige” category—which also includes products marketed as “natural” and “naturally derived”—and placed its value at £124 million ($171.7 million) in 2017. Helen Duxbury, NPD Beauty UK Senior Account Manager, revealed that Veganuary—a campaign that challenges individuals to go vegan for the month of January and beyond—has had a positive effect on the growth of the vegan beauty industry. “There has certainly been a rise in the number of vegan brands in prestige beauty, and this coincides with consumers adopting a more conscientious approach when purchasing products, looking closely at the underlying philosophies and actions of the brands,” Duxbury said. “They not only investigate ingredients and efficacy [but] they want to know about traceability and how animal-friendly they are.” A number of beauty brands has removed animal products from their formulations to cater to the consumer shift toward vegan products, including Hourglass Cosmetics, which pledged to go vegan by 2020.
Photo courtesy of Kat Von D Beauty