As Veganuary kicks off, we can expect to see a growing number of consumers demanding cruelty-free, sustainable, and vegan products.
At Stephenson, we support this annual campaign. Not only does it encourage people to embrace veganism for January, but offers suppliers, and manufacturers a powerful opportunity to showcase their vegan credentials and how they align with the values of a conscious audience.
The rise of vegan beauty
The vegan cosmetics market is experiencing remarkable growth, fuelled by heightened awareness of animal cruelty, environmental concerns, and the health benefits of plant-based ingredients.
From an estimated $17.24 billion in 2023, the market is expected to hit $19.21 billion by the end of 2024, soaring to $32.56 billion by 2032 at a robust CAGR of 6.82%. Europe remains a frontrunner in the vegan category, accounting for 34% of the market in 2023, while the Asia-Pacific region is emerging as its fastest-growing segment.1,2,3
High-profile celebrity endorsements are boosting this growth even further. Celebrities like Harry Styles and Stella McCartney have launched vegan skincare and cosmetics, while fashion retailer H&M recently launched its OHH! vegan beauty range to spotlight cruelty-free cosmetics on a global stage. 4
The vegan beauty consumer
Ingredient checking in particular remains a concern, and in some cases, the cosmetic industry may be using consumer confusion or general lack of knowledge and clarity to their advantage. Products derived from animals often hide behind unfamiliar names, which could make it difficult to recognise animal-derived ingredients.5
For the most part, however, the vegan beauty and personal care consumer is sophisticated and informed, seeking products that deliver efficacy while aligning with their ethical values. And while greenwashing has been rife, it is under intense scrutiny, particularly when it comes to the following issues:
Transparency: As many consumers struggle to understand the difference between ‘vegan’ and ‘cruelty-free’ clear labelling is essential. 6 Vegan labels should guarantee that products are free from any animal-derived ingredients and testing, a commitment Stephenson upholds with our transparent product portfolio.
Natural and Sustainable Ingredients: As more shoppers are drawn to formulations that avoid synthetic chemicals and ingredients in favour of naturally sourced, plant-based alternatives, we see new ingredients like Kakadu Plum, Yuzu Citrus, and Rambutan gaining traction for their potent skin and hair benefits.
Innovative Functionality: Vegan beauty is evolving beyond ethics into high-performance products. Consumers now expect vegan cosmetics to be on par with traditional products in terms of quality and efficacy. At Stephenson, our Syndopal, Durosoft, and select Melt & Pour products offer great functionality without compromise.
We lead the way in vegan innovation
Stephenson Personal Care is at the forefront of the vegan beauty movement, delivering high-quality ingredients and formulations that cater to evolving consumer needs. Apart from our Goat and Donkey Milk product lines, all other products in Stephenson's portfolio are vegan, reflecting our commitment to transparency and ethical practices.
Stephenson’s soap bases and cosmetic ingredients enable brands to create vegan-friendly formulations that resonate with conscious consumers. With sustainability at the core, we empower beauty companies to craft products that are both luxurious and ethical.
Overcoming challenges
Despite its growth, the vegan beauty industry still faces hurdles, including counterfeit products and consumer confusion around labels. To offset this, brands should prioritise consumer education to bridge the knowledge gap and provide clarity around vegan certifications through organisations including the Vegan Society Trademark.7
At Stephenson, we champion transparency by openly discussing our ingredient sourcing and promoting our vegan formulations. This proactive communication builds trust and sets a benchmark for the industry.
This Veganuary, don't be left behind in the vegan beauty revolution. Whether you're an established brand or a start-up, aligning with the values of a growing audience can drive meaningful change and profitability.
For more information on Stephenson’s vegan product offerings or to chat with one of our team members, simply click here.
