A study was undertaken by the team at beauty discover engine cosmetify as part of an ongoing study into the rise of conscious beauty trends. The results found that 56% of British women are purchasing vegan beauty products, however 39% of this group do not actually identify as vegan.
For the survey, Cosmetify questioned over 2,200 women between the ages of 18 and 45 years old, all of whom use makeup on a regular basis. It was found that almost one in 10 purposely choose to purchase only vegan beauty products. 44% said that they would be prepared to pay more for “conscious beauty” products, the majority of women (62%) professed that their conscious beauty shopping habits had significantly changed over the last five to 10 years.
In terms of conscious / ethical buying habits in cosmetics, the respondents were asked which kind of products they purchase most frequently: organic was the most popular (68%) then natural (61%) and vegan (49%). Whilst just 9% admitted to only buying vegan products, 47% said that they do so more than they used to, making this by far the most popular rising trend in beauty.
Interestingly, of the 56% of respondents who admitted to buying vegan products all of the time or more than they used to, almost two fifths (39%) revealed that they themselves were not actually vegan.
Speaking on the findings of the study, Isa Lavahun, Digital Brand Manager at cosmetify.com, said: “Many of the current trends in the beauty industry are driven by conscious beauty, particularly when it comes to organic, vegan and natural products. This coincides with the rapid shift in lifestyle choices, and that consumers are more ethically conscious than ever before. Information is key to change, so beauty brands need to be more transparent about how they make and distribute their products. It’s great to see consumers questioning certain packaging, and that movements like plastic-free are disrupting the landscape”.