Veganism, once considered a niche (and not so serious) concept, has today become one of the most important trends. As consumers become more and more concerned about healthy living, they are conscious of the production methods and ingredients included behind the products they use. Today’s consumers are informed and have a lot of options to choose from when deciding what to buy.
The beauty industry has felt the changes in this movement over the last five years as more environmentally conscious people seek out cruelty-free and sustainable options.
According to the vegan trend statistics, the global market for vegan beauty products is expected to reach $20 billion by 2025.
What is Causing the Demand for Vegan Cosmetics?
Millennials account for ⅔ of global buying power and beliefs, as well as, the perceptions of this generation are impacting their decision-making when it comes to deciding what products they purchase. Their choices reflect their concerns over carbon emissions, animal cruelty, and plane’s natural resources.
And it is no longer just millennials who are concerned. The majority of consumers are considering animal rights and the safety of ingredients before buying a product. Animal cruelty is the number one reason not to purchase a certain product and artificial substitutes are known as toxic and unhealthy in the eyes of the customers. Today, buyers are not accepting products with unrecognizable chemicals and instead is opting for more natural and organic products.
Animal testing was once standard routine among the most popular cosmetic brands. This is the one topic on which consumers have become supportive and vocal and is something that aligns all consumers with vegan beauty brands.
How Vegan Beauty Brands Take Advantage of Trends
Beauty Without Cruelty and Nature’s Gate are two examples of vegan cosmetic brands which provide cruelty-free and vegan products for the environment-conscious consumer.
Nature’s Gate was established in 1972 by two brothers who were inspired enough to create their first product, the famous Rainwater Herbal Shampoo. Today, the company produces a whole range of products based on organic ingredients.
Beauty Without Cruelty has been on the market longer. Launched in 1963, in England, by the trustees of the BWC, an animal welfare organization. The company’s goal is to manufacture and distribute natural color cosmetics that were not tested on animals, although testing products on animals was a standard procedure at that time.
Since then, many new cosmetic brands have sprung up offering natural and vegan products, while others are introducing new lines with their existing ones.
Those from the wellness and health industry are aware of the vegan beauty trend statistics and the changing attitudes. Some are venturing to use their expertise to develop their own line of products.
Marsha Campbell is a great example. She became aware of the healthier trend while working as a therapist. She was unable to find toxin-free nail polish so she decided to create her own. Naming her own brand Emma Jean Cosmetics, she designed a line of scented nail polish pains without including harmful ingredients such as formaldehyde, toluene, camphor and dibutyl phthalates, and other ingredients that are commonly found in nail polishes.
Consumers are More Careful Than Ever
Consumers today are far more experienced and knowledgeable on the toxic effects of some ingredients in beauty products and are avoiding those products as opposed to purchasing based on what looks good. They are basing their decisions on what is best for the environment and their own health.
With so much information available, it is easy for consumers to research products and be familiar with the facts about how beauty products are made.
About Innovation In the Vegan Cosmetic Industry
Companies and brands are aware of how careful consumers are today. Using carefully designed packaging and smart branding, brands are able to differentiate themselves from others. Whether it be aloe vera, avocado or argan oil, an on-trend ingredient can be the basis for coming up with a new product.
The importance of storytelling can never be underestimated. Some of the most successful brands know how a well-communicated brand story can resonate with the buyers.
New tools like AI and Big Data analytics made it easier for brands who are prepared to learn how to use them to understand their customers’ behavior and interactions.
Urban Decay takes an anti-animal-testing stance and doesn’t test on animals and they don’t allow others to test on their behalf. They require their ingredient suppliers to certify that the materials they use are not tested on animals as well. Modern Mineral Makeup uses glass and metal containers that are recycled to reduce the carbon footprint of their product packaging.
The Vegan Beauty Trend is Here to Stay
In the mind of a modern-day customer, high-quality cosmetic brand products and a healthy world go hand-in-hand.
The vegan beauty trend is here to stay and all beauty brands need to use eco-friendly and ethical decision-making without sacrificing quality. Vegan trend statistics 2019 also show that consumers today expect products to be just as attractive and effective.
The overall quality of these products shouldn’t be compromised just because you decided to stop animal testing. In fact, these products should be just as attractive and effective as previous efforts and sustainable as a result of accepting customer needs.
With vegan trends showing that the vegan beauty industry is going to surpass $20 billion by 2025, it is something that can’t be seen as a niche. Animal rights, veganism, and ethical concerns are huge issues that are here to stay.