As society continues to move towards more ethical and sustainable ways of living, a massive evolution has been taking place between the cosmetics industry and vegan, plant-based skincare. 

Having relied heavily on animal-derived ingredients and testing in the past, the spotlight was shone on the beauty industry because of serious ethical concerns. Nowadays though, as public awareness about animal welfare and environmental sustainability grows, so too does consumer demand for cruelty-free and plant-based products.

The industry's response to this change has been remarkable. Initially, a few niche brands led the way by introducing vegan and cruelty-free products to their ranges. Then, recognising the growing preference with consumers for ethically produced products, mainstream companies jumped on board. 

One significant development has been the increasing use of plant-based ingredients, which are not only cruelty-free but also provide a boost of potent natural benefits. With ingredients ranging from essential oils to fruit extracts, brands are now able to offer high-performance products that align with ethical standards.

Advanced technology, such as in-vitro methods and computer modelling, has made it possible to ensure product safety via cruelty-free testing methods. As you’d imagine, this advancement has been crucial in gaining consumer trust and meeting regulatory standards in regions where animal testing is banned.

There’s also been a rise in certifications and labelling that helps consumers easily identify vegan and cruelty-free products. Certifications from organisations like PETA, Leaping Bunny, and Vegan Society have become important stamps for ethical products.

Here are some of our top picks for brands that are championing the vegan, plant-based movement in their ranges. 

Olivanna

Olivanna is the gold standard for homegrown British plant-based skincare. Created by Janine Summers, the brand was born from her life-long love affair with organic, natural beauty, and a desire to empower and inspire women, starting with her own daughters, and encompassing all women at every stage of their lives.  

Olivanna’s plant-powered formulas look to the seasons and the bountiful British countryside for inspiration. Formulated and manufactured in the UK using British-grown natural ingredients, and beautifully packaged in handcrafted glass bottles made by one of the last remaining family-owned glassmakers in the country, every Olivanna product is vegan, plant-based, cruelty-free and pure blissful luxury.

Green Planet Beauty

With their award-winning range of natural superhero products, every item at Green Planet Beauty is vegan friendly, cruelty and plastic free, and made in the UK. 

Founders Amanda and Joanne are extremely passionate about the plastic crisis that’s affecting the world and have worked tirelessly to ensure that all of their packaging is either 100% biodegradable and compostable or reusable. 

Boots

Found on many high streets around the UK, Boots now stock make-up ranges from a number of luxury beauty brands that are packed full of vegan products. 

If you’re ready to overhaul your make-up bag and discover the delights of vegan foundations, concealers, bronzers, eye shadow pallets – you’ll find these things and more at Boots.

Urban Decay

This edgy, high performance, cruelty free, make-up brand was started in Southern California in 1996. Currently not every item in their range is fully plant-based and vegan, however this brand is working hard to introduce more and more vegan items into their makeup range. 

Milk Makeup

This cool and edgy makeup brand from New York City has a simple product philosophy: they start with good ingredients and turn those into effective formulas. That results in easy-to-use makeup that’s 100% vegan, cruelty-free, and paraben-free.

e.l.f

e.l.f is a double certified cruelty-free, vegan, plant-based makeup and skincare brand. Their full range of products are free from nasties like phthalates, parabens and nonylphenol thoxylates, and all their skincare is free from sulphates.

Lime Crime

Lime Crime believes that the world needs more colour, creativity, and uniqueness. They create high impact shade ranges that are certain to make an impact and have heads turning. Proudly 100% vegan and cruelty-free, their products do not contain animal ingredients, by-products or animal-derived ingredients. 

These are just a small sample of the vegan, plant-based, and cruelty free makeup brands now available – there really is something for everyone and for every budget.

This evolution in the cosmetics and skincare industry shows a deepening understanding of ethical consumerism and the desire for brands to offer a wide range of products that are not only kind to the skin, but also to animals and the planet. 

If you’re ready to make a big impact with your cosmetics brand and would like the support of an agency at the cutting edge of marketing, get in touch. Whitewater can help you blend marketing strategies, design, and narratives that support the growing needs of today’s consumers. Let’s take your brand to the next level.