e.l.f.'s new Mint Melt Collection is vegan, cruelty-free and oh-so-pretty!
Whenever a new year begins, everyone brandishes a list of resolutions and goals that they'd like to achieve for the year. Trending now is Veganuary, a 31-day challenge of going vegan for the first month of the year, with the hopes of converting more people to go vegan beyond January. While the word "veganuary" is now used loosely to describe this trend, Veganuary is actually a non-profit organization that started in 2014. Their goal is to raise awareness about animal suffering and to promote a vegan diet on a global scale through their 31-day challenge. If a vegan diet is too much to ask for, beauty junkies can observe Veganuary through their beauty choices. Here are some vegan beauty brands to consider.
Rare Beauty
According to Plant Based News, Selena Gomez's Rare Beauty was recognized in PETA's 15th Annual Libby Awards and was awarded "Favorite Vegan Makeup Line" last year. Rare Beauty's latest launch, the Stay Vulnerable Collection, just came out on January 7. The collection includes liquid eyeshadows, lip balms and blushes in soft, universally flattering shades.
Fenty Beauty
Rihanna's Fenty Beauty needs no introduction with its cult following. While cruelty-free makeup isn't necessarily vegan and vice versa, Fenty Beauty is both. Glamour recommends Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation and Fenty Skin Fat Water Pore-Refining Toner Serum.
e.l.f. Cosmetics
This beloved drugstore brand is a favorite among the Gen Z crowd for their wide selection of vegan beauty products at very affordable prices. Popsugar writes that the brand is PETA-approved and is a member of their Beauty Without Bunnies program. e.l.f. Cosmetics just released their limited-edition Mint Melt Collection exclusively at Walmart and their official website. The collection includes skincare, makeup and beauty tools and they all come in a striking mint green packaging.
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KVD Vegan Beauty
Formerly known as Kat Von D Beauty, this vegan beauty brand was renamed KVD Vegan Beauty when its founder, the well-known tattoo artist Kat Von D stepped down from the brand. However, the company's dedication to vegan and cruelty-free products have remained intact. Glamour reports that the brand has been cruelty-free since 2010 and went 100 percent vegan in 2016. Try the KVD Vegan Beauty Tattoo Eyeliner and KVD Vegan Beauty Everlasting Liquid Lipstick.
CoverGirl
CoverGirl, another popular drugstore brand, earned their Leaping Bunny Seal from Cruelty Free International in 2018 and have been cruelty-free ever since. One of their most popular products, the Lash Blast Mascara, got a makeover last year with Lash Blast Clean. Lash Blast Clean is cruelty-free, vegan, and sustainable. It's infused with argan and marula oil, and the packaging is produced with 80 percent recycled paper.
Milk Makeup
Milk Makeup is popular for their minimalist yet colorful packaging and fuss-free formulations. They have a wide selection of vegan and cruelty-free makeup and skincare products (nearly a hundred) so Glamour suggests starting off with two of their most popular - Milk Makeup Lip + Cheek and Milk Makeup Vegan Milk Moisturizer.
Aether Beauty
Good Housekeeping praises Aether Beauty for their plant-derived and sustainable ingredients and 100 percent recyclable packaging. Founder, Tiila Abbitt, a former Sephora product developer, emphasizes that, "There is absolutely no need to have any animal derived ingredients in beauty products."
For a comprehensive list of cruelty-free beauty brands, check out the Leaping Bunny's shopping guide.
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