In its latest move in this area, the beauty and cosmetics player, known for its ethical profile, has launched a range of vegan makeup brush set. The move suggests the reach of vegan claims is no longer limited to makeup and personal care products themselves, and can have applications more broadly in beauty.
Vegan beauty in the spotlight
Mintel is one market research provider that has picked out the vegan beauty trend has holding potential in the industry.
“Veganism is growing rapidly around the world,” the firm confirms. According to Mintel’s Global New Products Database (GNPD), vegan launches more than doubled in the past five years, growing by 175% from July 2013 to June 2018.
We see this in hair care, for example: according to Mintel, vegan claims trebled in haircare between 2014-18 in the UK, rising from 6% of all launches in 2014 to an impressive one in five (20%) in 2018. In comparison, only 10% of haircare launches across the globe carried a vegan claim.
Lush’s efforts in sustainable, cruelty-free beauty
Last year, the beauty player made a novel move in launching its packaging-free foundation range, meeting demands for greater sustainability and less packaging waste.
The Slap Stick product is a range of 40 solid egg-shaped foundations, and is the latest addition to Lush’s ranges of solid haircare, perfumes, toothpastes and sunblock.
Now, the company’s new makeup brushes claim to be vegan and 100% cruelty-free.
The collection includes 11 brushes made from recyclable aluminium, biodegradable, sustainably sourced wood, as well as vegan glue used to secure the brush hairs.
The range was designed by Lush’s makeup artist Megan Edwards: “We tried and tested an array of different brushes and synthetic fibres until we had a perfect collection. We’re confident the range of brushes will deliver professional results,” she told Stylist.