Like we have seen with the fast-growing demand for plant-based food, there is a shift in behaviour happening in the beauty space, with vegan cosmetics becoming ever more popular with ethically-conscious consumers.

Sales of vegan beauty products in the UK grew 38% in 2018, with research from The Vegan Society finding more than half (56%) of Brits now adopt vegan buying behaviours such as only purchasing vegan products and checking their toiletries are cruelty-free.

Meanwhile, Google searches for ‘vegan beauty’ in the UK have doubled every year since 2012. Globally, there has been a 175% increase in vegan cosmetics launches over the past five years.

All the signs point to a trend that shows no signs of abating. As such, we are seeing brands experiment and innovate to keep up with consumer demand, while new players come in and disrupt the market entirely.

From cruelty-free to animal-free
The Body Shop sold over three million vegan products in the UK in 2018 – the same year it launched a new range of vegan Body Yogurts – which is the equivalent of one every second.

The international beauty giant has been a leading force in the ethical beauty space for a long while. Now, due to ingredient innovation, most of its new product development is vegan.

“The beauty industry is improving year on year thanks to new technologies, research and innovation,” Diego Ortiz de Zevallos, The Body Shop’s global brand director, says.

“And with growing competition in the vegan territory, brands are striving harder than ever before to achieve the same standards in their vegan and non-vegan portfolio.”

Sourced through Scoop.it from: www.marketingweek.com