The Vegan beauty market will be worth a whopping $20.8 billion by 2025, according to Grand View Research. It’s an area that is constantly growing in its market worth, as more people choose to live an ethical and cruelty-free lifestyle.
Leading the pack is Hourglass Cosmetics. Since its launch in 2004, the brand has been cruelty free. Now, they’re entering a new chapter, redefining what cruelty free really means. Their pledge? To be 100% vegan by 2020. It’s a bold statement – with a powerful marketing message to match. Their latest “Eye to Eye” campaign aims to capture the humanity in animals’ eyes and educate us about what goes into our beauty products.
Hourglass founder Carisa Janes says: “We will continue working towards change because we believe in seeing eye to eye with animals. Like us, they are living beings that experience fear and sadness, pain and loneliness. We will stay true to our mission until they are protected in the beauty industry and beyond.”
Their messaging certainly pulls on our heart strings. Who wants to consciously slap animal parts on their face in a quest for beauty? But the best part is this brand is as uncompromising with their products’ performance as they are with their commitment to animals. Paradigm products feature cutting-edge formulas with active ingredients and covetable packaging that elevate expectations of how a product should look, feel, and perform.
We trialled some of their hero products. First up, the ‘Caution Mascara‘, a cult item that promises a “sky-high lift for extreme, dramatic lashes”. The lightweight, continuously buildable formula means the sky really is the limit with no clumping. Smudge proof but definitely not waterproof, as we discovered in the spin studio after a particularly sweaty class.
The ‘Unreal Lip Gloss‘ glides on like a dream. Despite it’s glossy appearance the product is amazingly opaque – more like a lipstick. The best part is it’s not sticky. There’s a pleasant mint tingle that leaves lips smackable but not numb and the sensation fades after ten minutes.
The makeup brushes are made from ‘taklon’ – a synthetic fiber that’s super soft. The ‘Ambient Lighting Edit Brush’ has two soft brush heads that can be put to work with a range of products, including face powder, bronzer, or cream formulas. We loved using it with the Ambient Lighting Palette – a trio of blushes for a beautifully balanced complexion. A great match for multi-taskers!
Our favourite product has to be the ‘Veil Mineral Primer’ with SPF 15 that has an airy, silky, cloud-like texture. One bottle is sold every minute – for good reason. Our makeup, which is usually half way off our faces by lunchtime, stayed flawless all day with this primer holding everything in place.
Animal lovers to the core, we’re still working on swapping a good sirloin for seitan. But when it comes to beauty, companies like Hourglass Cosmetics with their powerful messaging and luxurious products that don’t compromise on quality and efficacy, are helping to lift the veil from over our eyes.
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This is a partnership feature with Hourglass Cosmetics