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Cosmetics brands are repositioning themselves to cater to vegan customers

The main challenge is substituting active ingredients of animal origin for natural ones without compromising on product performance. American company Milk Makeup has done it, and so have German Henkel and Brazilian Skala – cosmetics brands are increasingly repositioning themselves to cater to a growing number of people who do not consume products of animal origin, including in their personal and beauty care routines.

Most makeup products from Milk Makeup were already vegan, but last year the company decided to make its entire product portfolio cruelty free. Items with formulations that could not be altered to keep only natural or synthetic ingredients that are safe for use were pulled from production.

Skala's portfolio now is 100% vegan

Skala’s portfolio now is 100% vegan

Skala Cosméticos has done the same thing. After 30 years in the Brazilian retail market, the body and hair care product manufacturer overhauled its portfolio to become 100% vegan. Plans for a change were first introduced in 2015, when customers started asking for vegan products.

According to the company, the main challenge faced in the transition process was substituting ingredients of animal origin with natural raw materials without altering product performance. Packaging was also revamped and all labels now explicitly mention the products’ vegan composition.

At the beginning of the year, O Boticário introduced a special label to identify the vegan options in its portfolio. According to the company, 30% of all its makeup products already fall into this category and their goal is to make that clear to consumers. Grupo Boticário plans to roll out the same label to some of its other brands, such as Eudora and Vult, while it is also committed to gradually increase its cruelty free options by working on new solutions with its research and development team.

Another cosmetics company striving to grow its offering of vegan products is Henkel. A few months ago, the German company launched products that are free from animal ingredients and have not been tested on animals, targeting both professionals and individual consumers. It also debuted the new formulation of its traditional Schauma shampoo, which is now vegan.

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