Popularity of vegan beauty boosts sales in the prestige skincare market

Sales of vegan beauty products grew 38% in the 12 months to January 2018 as customers embraced a more wellness-orientated lifestyle.

The total market for natural prestige beauty products is now valued at £124 million, according to The NPD Group.

The analyst’s senior account manager Helen Duxbury said the growing popularity of adopting a vegan lifestyle was responsible for the boom, with “consumers adopting a more conscientious approach when purchasing products, looking closely at the underlying philosophies.”

Brands with cruelty-free certifications now account for 20% of women’s facial skincare and grew by 18% over this period, compared to the overall category, which only grew at 7%.

Natural beauty has also played a part in the rising figures, with sales in this sector up 16%. The biggest contribution came from anti-ageing products (18%), cleansers (14%) and face masks (39%).