Cult cosmetics brand Milk Makeup is the latest label to embrace the vegan beauty movement. The brand has declared itself 100% vegan, after eliminating animal-based products such as honey, beeswax and collagen from its formulas. The move means that the brand, which has always claimed to champion cruelty-free practices and to avoid animal testing, is now one of a growing cohort of fully-fledged vegan beauty labels.
Announcing the news to its 424,000 Instagram followers, the brand explained: “We are 100% vegan because we believe you should be able to get everything you want in a beauty brand without sacrificing.”
In another post, it stated: “From day one, we’ve cared just as much about what we put in our products as what we don’t. We’re cruelty-free, paraben-free & 100% vegan!”