68% ADMIT TO CONFUSION OVER VEGAN AND NON-VEGAN INGREDIENTS IN BEAUTY PRODUCTS

– MUA COSMETICS RELEASES ITS FIRST VEGAN BEAUTY REPORT AS THE BRAND CELEBRATES BECOMING 100% VEGAN –

1st November 2019 – On World Vegan Day, British cosmetics brand MUA is celebrating becoming 100% vegan with the launch of its first ever Vegan Beauty Report.

It follows the brand’s promise announced earlier this year of working towards the goal; all new product launches throughout 2019 have been 100% vegan, adding to an existing range of over 250 products, around 80% of which were already totally animal-friendly. Existing core ranges have been reformulated throughout the year, meaning the brand is now proud to fly the vegan flag for everything it sells.

The report, commissioned by MUA, is written by journalist Chloe Burcham with a contribution from vegan makeup artist Em-J, who created the looks for MUA’s Christmas campaign shoot. The findings look at the rise in veganism as well as customer sentiment surrounding vegan beauty products.

62% of those surveyed* stating they buy vegan beauty products despite not following a vegan lifestyle and 49% citing their desire to do something to help the environment as their reasoning.

The findings also looked at the confusion surrounding vegan and non-vegan ingredients; 68% admitted they wouldn’t know whether an ingredient was vegan or not without checking it first and confessed to confusion surrounding what in their beauty products is and isn’t animal-friendly. The full report can be found available to download online at MUAstore.co.uk/vegan-makeup.

Siobhan McCarthy, Marketing Director for MUA comments; “Since MUA launched we have been a

proudly cruelty-free brand, so it’s a natural evolution to be totally animal-friendly by becoming 100% vegan. We could have taken this step before now, but we didn’t believe in compromising the breadth of product available to our customers, nor the quality of our products, by removing

non-vegan items or replacing non-vegan ingredients with those that weren’t up to scratch.”

 

She adds; “We’re excited to celebrate this new era for the brand and hope our customers enjoy reading our Vegan Beauty Report as much as we enjoyed creating it.”

 

– ENDS –

*Of over 700 customers surveyed

**Source: Ipsos Mori surveys, commissioned by The Vegan Society, 2016 and 2019, and the Food & You surveys, organised by the Food Standards agency (FSA) and the National Centre for Social Science Research (Catcen)