This week, luxury beauty brand Velour Beauty launched its Vegan Luxe Lash collection following a promise to go 100-percent mink-free in 2021. The new vegan and cruelty-free collection includes 13 lash styles, such as Sassy But Classy, Can’t Be Tamed, and Poker Face. Realizing that using animal fibers such as mink fur is no longer necessary to create soft, natural lashes, Velour developed lashes that feature fine, hair-like fibers that are soft and fluffy with a natural matte finish. The brand also uses a special lash curling process to get a wispy texture. Each style of lashes will last for more than 25 wears.
Ditching cruel mink
Over the last year, the company began removing mink from its product offerings. “We are so excited for the launch of our Vegan Luxe Lashes. As a brand, we have always promised to be a leader in luxury false lashes and now we’ve been able to challenge ourselves to further evolve our offering with quality and innovation top of mind,” Velour Beauty founder Mabel Lee said. “As we celebrate our 10th anniversary in 2021, we are proud that this collection is synonymous with our brand promise, and hope that customers feel the distinction in quality compared to other brands out there.”