Luxury make up brand, Hourglass has announced its move to become a fully-vegan company. Back in 2017, the leading cosmetics company shared its intentions and they are now following through with their plans.
The full range will be completely vegan by the end of 2020, with 80 per cent of its products already vegan. This decision puts them as the world’s first luxury vegan make up brand.
Speaking to Glossy, Hourglass Cosmetics founder and CEO, Carisa Janes, said: “As the business has grown, we’ve invested more in marketing. We’ve had such rapid growth in the last three of four years, so it seemed like the right time for this campaign.”
Confirming their news on Instagram, the company wrote: “We see eye to eye with animals. It is our mission to protect them in beauty and beyond. Hourglass has always been and will always be a cruelty-free luxury beauty brand, but we’ve also made a commitment to become fully vegan in 2020.”
Janes added: “Transparency with our consumers is crucial. That includes [being transparent] on what’s in the product, and communicating that through Sephora, on our website and in-store to make sure the consumer has the information she is looking for.”
The marketing campaign alongside this announcement shows four women standing eye to eye with horses, reflecting the “humanity in the eyes of the animal,” according to Janes.
Vegan beauty is an area that is constantly growing in its market worth, as more people choose to life an ethical and cruelty-free lifestyle. According to Grand View Research, the global vegan cosmetics market is set to be worth $20.8 billion by 2025.