The latest cult brand to announce its intentions to turn vegan is Hourglass Cosmetics with claims it will be 100 per cent vegan by 2020. We love the brand for its soft highlighting powders, lipsticks, famous Veil Mineral Primer. So now we really just have another reason to buy it.
CEO and founder Carisa Janes told Vogue of her commitment to thevegan path, "This begins with our commitment to creating cruelty-free products and ultimately being the first completely vegan luxury cosmetics brand in the world. It is not a simple solution, but we are dedicated to putting in the time and effort it will take to find vegan alternatives for our product formulas."
So what defines a vegan product?
Vegan beauty and cosmetic products are free from animal testing, animal ingredients and animal-derived ingredients (including insect extracts, bovine uric acid and beeswax).
The list of reformers is growing as beauty companies tap into what the beauty consumer is now demanding – beautiful products that are ethically made (and that work).
Cult favourite Kat Von D is also an adopter, building on her 100 per cent cruelty free platform, African Botanics, bareMinerals, Chantecaille, Dr Dennis Gross, Drunk Elephant, Dermalogica, Eyeko, Goldfaden MD, Korres, Lipstick Queen, Urban Decay, Mecca Cosmetica are just a few vegan-minded brands. Meanwhile Australian brands such as Jojoba Australia, Sodashi, frank body, Sukin and Aesop and Grown Alchemist are ones to add to the cart.
One way to ascertain if a product is vegan is by looking for independent accreditation and logos issued by Vegan Action and The Vegan Society or having approval from PETA Australia or a listing under the vegan category here.
If you are unsure of a vegan beauty brand's ingredients or credentials list have a look at Environmental Working Group which is an independent organisation that conducts research on beauty and cosmetic products and the ingredients in them.