Luxury cosmetics brand Hourglass Cosmetics, owned by Unilever, announced in November 2017 its intention for all of its products to be vegan by the end of 2020. This week Hourglass has launched one of its biggest marketing campaigns to date, “Eye to Eye”, which pushes veganism and cruelty-free as a priority for the brand.
According to Glossy, roughly 70% of its products are already compliant, but now the company is orchestrating a smart business move to push vegan beauty products, in light of a cultural shift of consumers preferring cruelty-free options. “There is a rising trend where people think about what they are putting on their skin, whether that is skin care or beauty-centric products, in terms of whether it’s something they would feel OK eating,” said brand strategy consultant Valerie Nguyen.
Hourglass currently has over 500 locations worldwide. Its website states, “We believe beauty and integrity should be synonymous, which is why we are as uncompromising with our products’ performance as we are with our commitment to being cruelty free. In 2020, we will be completely vegan. We’re focusing research and development on uncovering groundbreaking animal-free ingredients. Beyond redefining what cruelty free means for the beauty industry, we’re taking it a step further: We donate 1% of all profits to our partner, the Nonhuman Rights Project, the only civil rights organization working to secure fundamental rights for animals.”