The rise in demand of cruelty-free makeup along with other skin products has greatly influenced the beauty industry, as many believe that it is a more ethical route. Many consumers have turned to cruelty- free makeup throughout the past year.

Australia was one of the first countries to ban animal testing for cosmetics as well as the use of ingredients derived from animals in the actual formula. Europe has since followed in its steps by banning the complete use of animals in any part of the production and packaging process in cosmetics. In September of 2018, California became the first state in the U.S. to ban animal testing, hopefully setting the precedent for the rest of the country.

Social media has been a massive influence on younger consumers. Many cruelty-free companies work out sponsorships with YouTubers or bloggers, such as Lindsey Rem or Avery Ovard, to promote their natural brand to their followers. In doing so, the products reach a large variety of audiences who feel compelled to have the same trendy makeup products as their idols. These brands include E.L.F. Makeup, Wet N’ Wild, and N.Y.X. Cosmetics, as well as more high-end brands such as Anastasia Beverly Hills and Too Faced Cosmetics.

The young consumer is also highly attracted to a modern aesthetic which many influencers also promote in different videos. Brands such as Glossier and Milk Makeup are the most popular on sites such as YouTube and Instagram. In addition to having a minimalistic, sleek appearance, the actual products are 100 percent cruelty-free, causing a major boom in the ethical cosmetics market.

“Products that work well and don’t test on animals…why would you choose otherwise?” junior Leah Golberg said.

The previous study also showed that the vegan cosmetics market is “…projected to reach USD 20.8 billion by 2025, according to a new report by Grand View Research, Inc., progressing at a CAGR of 6.3% during the forecast period.”

Another reason many teenagers and millennials are converting their shopping habits over to a less cruel approach is the health benefits. Cosmetics that are either vegan or do not test on animals are usually derived from plant ingredients. This helps consumers ensure what they are putting onto their skin is non-toxic and all natural. Some of these brands use green products which contain no traces of harmful chemicals which is much better for the skin and body, once the products sink in.

A recent study done on the market of vegan cosmetics shows that “…spiraling demand for vegan cosmetics among millennials is one of the primary growth stimulants of the market.”

“It’s so important to be aware of what goes into making your makeup or skincare products” vegan senior Sarah Schmidt said.

In general, the market for vegan and cruelty-free products is growing at a rampant pace. Influencers are praising brands for being ethical and their engaging audience is aiding to the movement whenever an item is bought, and the products themselves usually contain wholesome ingredients. The range for these products will only continue to increase when companies realize that the beauty and skin care industry is held at a higher standard by these young consumers.