The Future Calls for ‘Greener’ Beauty and Some Brands are Already There
Over the last couple of years the beauty industry has been adapting rapidly to the changes in consumption patterns and the consumer audience. Significant driver of this transformation is an industry trying to keep in line with rising consumer demand for a more sustainable approach to beauty, an audience looking for non-direct benefits from products such as ‘organic’, ‘vegan’, ‘eco-friendly’ and ‘ethically sourced’. For many consumers opting for vegan beauty is an internal, values-driven decision that is part of a larger effort to achieve a more conscious lifestyle. This means that vegan beauty is one of the top-of-mind themes for conscientious consumers, who want to invest in their own self-care but strive to do so in a more sustainable way.
It is clear that the future of beauty will be a greener, and more tuned to meet the diversifying audience. According to Statista the market for ethical beauty is set to surge from $34.5 billion in 2018 to $54.5 billion by 2027. More particularly, the global vegan cosmetics market is projected to grow some 6.3% a year to reach $20.8 billion as soon as 2025 and this reality is not lost on the various market players everywhere. Next to established names like Weleda and Lush, a significant number of emerging brands are operating in the space of vegan beauty as other introduce innovations in local ingredients, ethical supply chain and aiming for carbon neutrality. Here is a look into select vegan beauty brands successfully embracing the green future.
For the full list of vegan beauty brands on Statsome.com click here!
With a promise of 100% vegan, cruelty- free, natural and clean formulas, e.l.f has become a leading brand in vegan, Eco-friendly beauty. Available all over the world and through numerous online retailers, this U.S brand launched in 2004 is a global name leading at #1 in the Makeup categories on Target.com and Amazon, and is amongst the top 10 popular brands in Makeup on Amazon.co.uk, Superdrug.com and Feelunique.com. Although the famously affordable brand has announced in the beginning of March it will raise prices on many products, it seems sales will be largely unaffected.
On social media e.l.f reaches a total of 9.6 million followers worldwide, of which 62% through Instagram, and has an active TikTok channel getting over 21K views per post on average.
Want to get the full look into e.l.f Cosmetics? Click right here
Established in New-York in 2013, Briogeo was founded by Nancy Twine who was determined to explore the untapped potential of natural beauty, and in particular natural hair-care. All Briogeo products are vegan, cruelty free and do not include sulfates, silicones, phthalates, parabens, DEA or artificial dyes. Following success with the brand’s first retail partners, Urban Outfitters and L.A. boutique Fred Segal, Briogeo was launched on Sephora websites in the U.S. and Canada In 2014. Since then the brand has expanded all over the world and is top selling on mega retailers like Ulta.com where it is rated #5 in Hair Care Gifts & Sets, the Australian Mecca.com.au where it is rated #4 in Hair Treatment and Shopmyshelf.com where Briogeo is #1 in Hair Care.
For all stats about Briogeo performance just click here!
Another female founded brand is the Shiseido owned Drunk Elephant, founded by Tiffany Masterson in Texas and launched in 2013. Offering vegan skin, bath & body and hair care, Drunk Elephant grew into a popular premium beauty brand, now available through over a dozen major beauty retailers online like Cultbeauty.co.uk, Ulta.com, Douglas.de and of course Sephora.com. The brand is also popular on social media, with a total of 1.4 million followers across channels, majority of which on Instagram with 1.2 million followers and an average comment ratio of 2.87% per post. Drunk Elephant also has a very active TikTok channel with 806.5K likes growing in new followers at an average rate of 15% monthly.
Learn more about Drunk Elephant on Statsome.com brand page!
