Beauty Store Business

AUG 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

Issue link:

Contents of this Issue


Page 31 of 99

30 August 2018 | more than 40 shades and is sold to consumers, performers and beauty professionals internationally. But some vegans may expect more. The phrase "vegan beauty" often implies "cruelty-free." However, retailers should be aware that a beauty product can contain no animal products or byproducts, but still be tested on animals. Thus, not all vegan beauty is cruelty-free. On the flip side, a brand may not test on animals, but its products may contain animal ingredients. It should also be noted that the term "vegan" does not mean "eco-friendly," as some vegan brands may use processes or materials that are harmful to the environment. DEBUNKING MYTHS A common misconception about vegan beauty is that it's natural and clean. However, just as some vegans may regularly eat a host of unhealthy and processed foods, not all vegan beauty is made from natural sources such as plants and fruits. Some are made from synthetic chemicals or incorporate such chemicals in their processing. Emani Vegan Cosmetics founder and creator Michelle Doan observes that consumers are generally unaware of the processes and practices involved in manufactur- ing products. Her vegan beauty brand is celebrating its 20-year anniversary with a special product launch at this year's Cosmoprof North America. Emani caters to beauty consumers with sensitive skin as well as the professional market among makeup artists and studios. The products use a combination of science, nature and curated, California- grown ingredients. Doan explains that natural makeup brushes made from materials such as goat hair must be shaved, sanitized and dyed. "Those are the chemicals related to those processes," Doan says. "When it's been sanitized and dyed, those chemicals are going on our skin, our eyes, our lips." This is notable, as some vegan consumers may have sensitivities to chemicals. Furthermore, "vegan beauty" does not mean "organic beauty." Organic beauty consists of ingredients that have been grown without using pesticides and similar chemicals. But the U.S. Food and Drug Administration does not define "organic" or regulate the term as it pertains to cosmetics. As a result, products with organic beauty claims can vary widely in the percentage of organic ingredients they contain. Here's a sure bet: "Certified organic" beauty products must contain at least 70 percent organic ingredients. THE VEGAN BEAUTY CONSUMER There was a time when the average vegan beauty consumer was chiefly motivated by ethical benefits. After all, buying vegan allows ethically conscious consumers to feel good about the impact their purchase is having on the planet, including its animals. "Eco-consciousness and vegan beauty go hand in hand. What we consume has a tremendous effect on our environment, whether it be our food choices or the products we purchase," Markham explains. "Livestock raised for consumption contributes to a huge portion of global greenhouse gas emissions, including methane and nitrous oxide, which cause rising temperatures and sea levels." Davis adds that buying vegan slows the depletion of mammals, reptiles, fish, amphibians and insects, and frees up the ecosystem to replenish itself. Today's vegan beauty consumers are also motivated by concerns about health and wellness. They're natural guys and gals who prize skin care above makeup. They are glama- zons obsessed with the latest beauty trends. They're young; they're mature; they're every type of customer you can imagine. And each person's idea of vegan beauty may be different from the next. But there's one thing you can count on: Buying vegan is important to consumers, which makes the vegan category important to the beauty industry. "Vegan products play an increasingly important role. The natural category is driving so much of what's happen- ing in beauty. And within natural, we really see 'vegan' as possibly the top trending topic," says Marlea Clark, executive vice president of marketing and insights for Women's Marketing, which helps indie brands grow through marketing and media services aimed at female customers. "Women who buy natural spend more; and natural incorporates multiethnic and multicultural consumers. [Research firm] Mintel has reported that for African- American consumers, natural beauty products is their top trend. We're excited to see that it's interesting to women across the spectrum." According to a 2018 Nielsen report called "The Future of Beauty," "natural beauty has been outperforming 'conventional' beauty for some time, taking market share in the process." The natural beauty category, under which vegan beauty falls, earned $1.3 billion in sales in 2017. To tap into this market and meet the needs Michelle Doan, founder and creator of Emani Vegan Cosmetics Marlea Clark, EVP of marketing and insights for Women's Marketing "The natural category is driving so much of what's happening in beauty. And within natural, we really see 'vegan' as possibly the top trending topic." —Marlea Clark, EVP, Women's Marketing From top: courtesy of Emani, courtesy of Women's Marketing

Articles in this issue

Links on this page

Archives of this issue

view archives of Beauty Store Business - AUG 2018