Here's the next major beauty trend

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Here's the next major beauty trend

By Gina Acosta - 03/30/2018
Last year 7-Eleven launched a cruelty-free vegan makeup line called Simply Me Beauty, with 40 different products all priced $5 or under and is suitable for varying skin types and tones.

Cruelty-free beauty products are fast increasing in popularity among consumers and brands, a new survey reports.

Virtual makeup app Perfect365 conducted a survey with 15,000 women within its app platform. More than 36% of women surveyed said they only buy from cruelty-free beauty brands.

Last year 7-Eleven launched a cruelty-free vegan makeup line called Simply Me Beauty, with 40 different products all priced $5 or under and is suitable for varying skin types and tones.

7-Eleven introduced the beauty line in a bid to win over busy millennials.

“The beauty industry has seen dramatic growth of cost-conscious cosmetics in the marketplace because Millennial women are looking for a variety of colors at affordable prices,” said 7-Eleven product development category manager, Lindsay Robertson, in a statement. “They like to buy and try, and our goal when developing the Simply Me Beauty line was to create a line of makeup that had a quality look and feel without a high price barrier.”

Two new bills have recently been introduced that aim to bring an end to cosmetic testing on animals in Hawaii and California. Backed by Cruelty-Free International, the Hawaii Cruelty-Free Cosmetics Act, if implemented, would see an end to these practices dubbed “cruel and unnecessary” by January 2020.

When asked if Perfect365 users were happy that California proposed a bill that would ban any beauty products that have been tested on animals, 46% answered yes. The survey went on to research how consumers make their buying choices. In this portion, 24% of women stated they were aware of and used PETA’s official website to find information regarding brands that specifically use only cruelty-free manufacturing methods. When asked whether they would stop using a brand if it decided to start testing on animals, 43% were happy to confirm they would stop using those products.

“Based on our recent user survey, data seems to suggest a large percentage of the younger generation of women are expressing concerns about the testing of beauty products on animals,” says Cara Harbor, Perfect365 Director of Marketing. “While animal testing has remained mostly unregulated, this study shows it is something beauty brands will really need to think about moving forward to meet consumer demands.”