You’d have to be hiding under a rock to not have noticed the rise of veganism in the past while, and the movement has firmly established itself in the hair and beauty industry. In the first of a series of reports Salon and Spa Ireland Magazine sheds some light on the subject.
Once considered to be a niche concept for fanatical types, veganism has steadily crept into mainstream society to such an extent that nearly everything these days has a vegan option. Indeed Collins Dictionary recognised ‘vegan’ as one of the top 10 most popular words of 2018. Just in November, World Vegan Day was marked around the globe, while the beginning of 2020 will see consumers doing ‘Veganuary’ as part of their New Year detoxes and resolutions. More and more, veganism in all forms in seen as a healthier lifestyle choice.
As consumers become more concerned about sustainable living, they are increasingly conscious of the ingredients and production methods behind their favourite products. And this is especially true for the hair and beauty industry, which has felt the effects of the movement over the last few years as more environmentally-conscious consumers seek out sustainable choices and cruelty-free products. Going vegan is no longer confined to what’s in your fridge or kitchen cabinets, but what’s in the bathroom and your make-up bag too. According to a report by Grand View Research, the global market for vegan cosmetics is expected to reach $20.8 billion by 2025.
Consumers want to avoid brands that contain animal by-products such as honey, gelatin, beeswax and carmine, so much so that Google searches for ‘vegan beauty’ have
reportedly doubled every year since 2012.
So what exactly does vegan-friendly mean? It’s something that is free of all animal products and animal by-products such as beeswax, milk substance, egg whites and honey. Meanwhile, cruelty-free means that neither the products nor their ingredients have been tested on animals at any point in thedevelopment process. Something that is vegan is not necessarily cruelty-free, although many products are both.
What’s driving the growth of this market, you may ask. Well, with millennials accounting for
two-thirds of global buying power, and their perceptions and beliefs driving a lot of their decision-making when it comes to choosing what products they buy, their choices reflect their concerns over animal cruelty, carbon emissions and the strain on the planet’s depleting natural resources. To sum it up, it’s ethical consumerism that is driving the demand for vegan options.
Along with millenials, the majority of other consumers are increasingly taking into consideration animal rights and the safety of ingredients before making a purchase. They are rejecting products with unrecognisable chemicals and toxins and instead opting for natural-based products. As far as today’s eco-conscious consumer is concerned, excellent beauty
products and a healthy planet go together. So the vegan trend that has permeated society is here to stay and brands are aware now that they have to use ethical decision-making at every turn, without sacrificing quality. Consumers expect products to be just as effective and attractive but also sustainable.
Vegan beauty is on the rise, and with so many brands joining in, it’s never been bigger, better, brighter or bolder.