• Google Analytics Data Reveals UK Trends in Vegan and Cruelty-Free Beauty



    A study by online store Shop Like You Give a Damn looked at the most Googled vegan and cruelty-free beauty, makeup and skincare phrases, as well as products and brands in the UK, including differences by country and city. The results also show the most searched beauty and cosmetics brands in each location; interestingly, people in the Scottish city of Aberdeen are very interested in cruelty-free makeup brushes!

    Based on average monthly searches from 2021, it was found that UK customers look more often for vegan beauty, cosmetics, makeup and brushes rather than for cruelty-free beauty, cosmetics, makeup and brushes. However, they prefer to search for cruelty-free makeup brands rather than vegan makeup brands.

    Most popular brands by location

    • Sigma, Makeup Revolution and Barry M are the top searched for cruelty-free and vegan makeup brands in the UK
    • Sigma is most searched for in London, Glasgow, Birmingham, Leeds and Sutton
    • Makeup Revolution is most popular in London, Birmingham, Bradford, Glasgow and Bristol
    • Revolution Hair is most popular in Milford, Kirkcaldy, Coventry, Altrincham and Shrewsbury
    • Makeup Obsession is most popular in London, Birmingham, Shrewsbury, Hitchin and Aberdeen
    • Barry M is most popular in London, Birmingham, Manchester, Leeds and Bristol
    vegan makeup and cruelty free makeup map
    Image courtesy of SLYGAD

    Key findings by country:

    • England and Northern Ireland have the most interest in ‘vegan makeup’
    • Scotland and Wales have the most interest in ‘cruelty-free makeup’

    Key findings by city

    • ‘Vegan beauty’, ‘vegan cosmetics’, ‘vegan makeup’, ‘vegan makeup brushes’, ‘cruelty-free cosmetics’, ‘cruelty-free makeup’, ‘cruelty-free makeup brands’ search terms are most popular in London
    • ‘Vegan makeup brands’ is most popular in Brierley Hill
    • ‘Cruelty-free beauty’ is most popular in Altrincham and in Aberdeen
    • ‘Cruelty-free makeup brushes’ is also most popular in Aberdeen
    vegan makeup and cruelty free makeup map by city
    Image courtesy of SLYGAD

    Key findings by county:

    • Greater Manchester and West Yorkshire mostly search for vegan makeup (UK)
    • Kent and Greater London mostly search for both vegan makeup (UK) and cruelty-free makeup (UK)
    • Buckinghamshire, Devon and Cheshire look most often for cruelty-free makeup brands (UK)
    • Essex searches mostly for cruelty-free makeup (UK) and cruelty-free makeup brands (UK)
    • Suffolk has eyes on cruelty-free cosmetics whereas Hampshire prefers to search for vegan cosmetics
    • West Midlands and Lancashire search most often for vegan makeup brands (UK)
    • West Sussex searches for vegan and cruelty-free makeup brushes while Warwickshire prefers to search for vegan makeup brushes and Bristol for cruelty-free makeup brushes
    • East Sussex mostly searches for cruelty-free beauty whereas Surrey prefers to search for vegan beauty
    • Lastly, Essex mostly looks for cruelty-free makeup (UK) and cruelty-free makeup brands (UK)

    “We are glad to see an uplift in vegan beauty and cruelty-free makeup search volume because it shows consumers are ready to extend their plant based and vegan journey from their plates to other aspects of their lives,” says Stephan Stegeman, CEO & Co-founder of Shop Like You Give a Damn.

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