Prestige vegan make-up sales in the UK increased 28% in 2021, reports The NPD Group. According to the market research firm, as consumers increasingly switch to vegan diets, it is natural that they want to purchase products in other categories that align with their lifestyle philosophy.
Significant part of the market
Prestige vegan make-up sales were valued at £58 million in 2021 and account for 12% of total make-up sales in the prestige beauty market. In 2021 17% of all prestige eye shadow sales were vegan and 16% of lip colour sales were from vegan brands.
Sales of vegan foundation increased 29% in 2021, compared to 2020 and account for 16% of all prestige make-up foundation sales in the UK. Foundation is the most popular vegan product accounting for 31% of vegan make-up sales.
Emma Fishwick, Account Manager, NPD UK Beauty explains: “Consumers are increasingly choosing to follow a vegan lifestyle, from food, drinks and supplements to clothing, shoes and cleaning products. It’s only natural that these consumers would want to opt for vegan beauty products. The prestige make-up market has been challenged over the past few years, but the growth in vegan make-up sales is an interesting development, and will shape the course of the market in years to come.”