It’s no secret that natural beauty is quickly growing throughout the cosmetic industry. But what is interesting, is how consumers relate to and define these “natural” claims. With many green labels and certifications failing to create a consensus, many beauty addicts are turning their attention to claims more directly and meaningfully aligned with their convictions and lifestyles.
Among these natural-related claims, the vegan category is experiencing the fastest growth: according to the NPD group, in 2018, the vegan prestige beauty market has increased by 38%. In early 2019, the term "Vegan Beauty" is twice as trending as it was a year before on Google Trends.