With Veganuary in full swing, more consumers than ever are seeking animal-free alternatives – and beauty is leading the charge, as new data has revealed consumers are more likely to switch to dairy-free skin care than change their diet.
According to the findings, commissioned by vegan Gen Z skin care brand Skin Proud, one in six consumers are more willing to try vegan skin care than vegan milk – with the same percentage also believing that cow's milk negatively affects their skin, causing issues such as dry skin, acne flare-ups and puffiness.
In the survey of 2,000 adults, however, animal welfare concerns were the most frequently cited reason for seeking more vegan skin care products by more than half (68%) of consumers, just ahead of environmental impact at 64%.
Now, as demand for animal-friendly beauty beauty continues to gain momentum, Skin Proud is donating 50% of all online sales this month to causes that protect cows and their rights in the UK and the US with its Cowfunding campaign, in partnership with farming animal protection organisation Animal Equality.
Nora Zukauskaite, Marketing Director at Skin Proud, commented: “It’s truly sad to see how little people know about how dairy cows fare when it comes to farming.
“We need to raise awareness of the treatment of cows as a result of dairy farming, looking at alternatives as well as taking a look at the beauty industry impact and looking at vegan options.
"At Skin Proud, we are committed to being vegan and cruelty-free and are PETA certified. We want to encourage people to incorporate more alternatives into their daily lives from clothes to skin care through simple and easy changes.”
While almost half of those surveyed said they were unaware of the impact of dairy farming on cows, more than half of the 52% who were aware said that knowing makes them more inclined to seek out dairy-free products, with women more likely to make the change than men.
Other factors enticing beauty fans to vegan skin care, meanwhile, included a lower price point (cited by 51% of respondents) and more natural ingredients (37%).
Abigail Penny, Executive Director of Animal Equality UK, added: “We are delighted to partner with Skin Proud on this important mission to protect cows and the planet too.
“A kinder world is possible and as consumers we hold the power: each time we opt for an animal-free alternative, we edge ever closer to ending this cycle of suffering.
“Skin Proud’s products make it easier than ever for people to make the switch and the Cowfunding campaign is helping to change the public’s perception of dairy farming.”
The brainchild of Charlotte Knight, founder of cosmetics brand Ciate London, Skin Proud has proven a favourite with Gen Z consumers thanks to its strong digital presence, affordable price point and vegan and cruelty-free formulas.
With products including Sorbet Skin Everyday Jelly Moisturiser, Bright Boost 2% Vitamin C Serum, Smooth Talk 2% Hyaluronic Acid Gel Serum and Velvet Cloud Foaming Cleanser, as well as retail deals with Boots and Asos, the brand has its sights set on becoming a billion-dollar business by 2025.