What do Madonna, Kat Von D, Ariana Grande and Tom Ford have in common? And no, it’s not that they’re about to launch a mega-celebrity brand.
These four beauty powerhouses are plant-based advocates, as are Stella McCartney and Natalie Portman.
Whether it’s for health, ethics or wellbeing reasons, these brand owners and ambassadors are a part of a growing global movement that has evolved out of the kitchen and onto the vanity table by advocating a beauty routine free of animal-derived products in favour of a cruelty-free lifestyle.
According to The Vegan Society, the number of Brits opting for the lifestyle is up 360% in the past ten years, and millennials currently make up 42%.
While UK supermarkets are taking note of the demand for vegan goods – Mintel reported that the meat-free food sector was worth £572m in 2017 – the trend is also prompting a change in the beauty industry.
The first vegan beauty report