More than half (56 percent) of British women purchase vegan beauty products—either all the time or more than they used to—according to a survey conducted by online retail platform Cosmetify. The company surveyed 2,000 British women between the ages of 18 and 45 who frequently wear makeup to find that 62 percent have changed their shopping habits significantly in the last decade to align with lifestyle changes (25 percent), increased awareness of environmental harm caused by certain ingredients (17 percent), and because their favorite brands became more ethical (8 percent). Of the participants that now purchase only or mostly vegan products, 39 percent do not identify as vegan. Of the participants that revealed they check products labels, 29 percent of them do so due to either transitioning to a vegan or vegetarian lifestyle. “Many of the current trends in the beauty industry are driven by conscious beauty, particularly when it comes to organic, vegan, and natural products,” Isa Lavahun, Digital Brand Manager at Cosmetify, said. “This coincides with the rapid shift in lifestyle choices, and that consumers are more ethically conscious than ever before. Information is key to change, so beauty brands need to be more transparent about how they make and distribute their products. It’s great to see consumers questioning certain packaging, and that movements like plastic-free are disrupting the landscape.” The vegan beauty industry is projected to be worth $21 billion by 2025 (up from $12.9 billion in 2017), according to a report by market research firm Grand View Research.