Makeup Brand Mecca Max Goes Vegan

The brand, sold at major Australian retailer Mecca, removed all animal products from its formulations to appeal to compassionate consumers.


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Starting today, Australian makeup brand Mecca Max will no longer contain animal products in its formulations. “We knew that animal-friendly products were important to our customers,” Brand Manager Ellie Hockley said, “so it made complete sense for us to remove any animal derivatives or by-products from our formulations without compromising on their performance.” In 2017, Mecca Max—the proprietary beauty brand of Australia’s Sephora-like retailer Mecca—received cruelty-free certification to address customer and employee concerns about testing its products on animals. Mecca’s transition is similar to that of beauty brand Milk Makeup, which announced in March that it removed all animal products from its collections to go fully vegan.