The vegan beauty trends that are impacting the market

Cruelty-free convenience, functional fungi and creating and keeping collagen are three of the top vegan beauty movements currently trending.

According to Google Trends data, South Africans showed keener interest in veganism over the past 12 months[i] than the rest of the world[ii].Additionally, interest in vegan beauty spiked in the early part of 2022 after a slight lull following a five-year high in November 2020[iii].

Says Toni Carroll, founder and CEO of luxury nutricosmetic brand, My Beauty Luv:“The beauty industry needs to stay up-to-date with the latest trends taking shape within this growing market in order to anticipate and respond to the opportunities presented both now and in the future.”

She explains that in terms of cruelty-free convenience, the global market for vegan cosmetics is expected to reach $21.4 billion by 2027[iv]. “What’s more, online sales of vegan beauty products exceeded $342 million in 2020 and shot up by 83% from the previous year[v]. Given the growth of the vegan market, there is a clear need both for quality products and convenient ways of acquiring them. It’s not surprising then that we are seeing enterprising business owners like Kylie Jenner opting to relaunch her Kylie Cosmetics range with clean, vegan formulas, and beauty brands like Urban Decay expanding their clean beauty and vegan offerings.”

Functional fungi, or medicinal mushrooms, are increasingly being added to the mix of products on the vegan market, hitherto dominated by pea protein and other powdered plant proteins.

Says Carroll: “Medicinal mushrooms have been used for thousands of years due to their many health and beauty benefits like improved skin hydration and reduced wrinkle depth, with increased healthy fibroblast cell activity being scientifically proven in extensive studies, coupled with growing demand for natural health remedies. In fact, the global functional mushroom market size is expected to reach $13. 6 billion by 2027[vi].”

Regarding the ‘creating and keeping collagen’ trend, the African collagen market is expected to experience 6% growth[vii] by 2025, with South Africa holding the bulk of market share. “Unfortunately,” explains Carroll, “despite various local and global manufacturers claiming to have developed vegan collagen, this is misleading since collagen is, by definition, an animal product. Vegans wanting to stimulate collagen production are increasingly opting for ingestible beauty products packed full of essential and non-essential amino acids as well as antioxidants to safeguard existing collagen levels.”

Carroll notes that she has recently added a vegan supplement to her My Beauty Luv nutricosmetics brand.

[i][i] https://trends.google.com/trends/explore?geo=ZA&q=veganism [ii] https://trends.google.com/trends/explore?q=veganism [iii] https://trends.google.com/trends/explore?date=today%205-y&geo=ZA&q=vegan%20beauty [iv]https://www.reportlinker.com/p06033218/Global-Vegan-Cosmetics-Industry.html#:~:text=%2D%20Amid%20the%20COVID%2D19%20crisis,the%20analysis%20period%202020%2D2027. [v] https://www.1010data.com/company/news-events/in-the-news/?p=2 [vi]https://www.globenewswire.com/news-release/2022/03/01/2393978/0/en/Global-Functional-Mushroom-Market-By-Application-By-Product-Type-By-Distribution-Channel-By-Regional-Outlook-Industry-Analysis-Report-and-Forecast-2021-2027.html [vii] https://www.researchandmarkets.com/reports/5012068/africa-collagen-market-growth-trends-and ends

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