When it comes to cosmetics, not only do we care about colour, texture, price and performance of the products we use, but how they are sourced, manufactured and tested.
Communication has evolved and as such we are more vocal, responsive and influenced. Issues like animal testing and the big brands participating in it expose consumers to the importance of cruelty free make-up and the purchase power they have.
Illamasqua has always stood firm on core principles that define our position in the beauty industry. Our products have never and will never be tested on animals. We do not permit testing on animals and nor do we work with suppliers who are associated with the exercise. As such we have recently been accredited as a ‘cruelty-free brand’ by PETA – the largest animal rights group in the world. These beliefs are principles we hold very close to our heart. Many consumers are alike. It only takes a second to Google animal cruelty to see catastrophic cases and incidents that have and still are happening today worldwide. Looking at them, it is slightly bizarre to think that this concept of product testing is still considered and seen as an acceptable form of reviewing product compliances. What exactly is being achieved through the process of testing on animals apart from bad press and negative attitudes towards animal welfare?
From this exposure, there has also been a significant rise in demand for vegan, organic and eco-friendly cosmetics – products that are perceived to breach no harm to our planet and the living creatures on it. They are packaged in an eco way and have no source of animals or plants within their ingredients. Adopting this type of cosmetic is part of a lifestyle choice for more and more people. The beauty industry is taking a huge step from what cosmetics were in previous generations and with constant progressions in technology and manufacturing, we are seeing these types of cosmetics expand in the industry.
As lovers of all living things, we strive to be as pure and unobtrusive as we can in the creation of Illamasqua makeup; while not all of our makeup is vegan, we have a growing range of vegan products and a range of make-up brushes made entirely out of synthetic hair. We are also working really hard to constantly improve our product range, switching ingredients where suitable and without affecting the quality of our products.
In summary, there is nothing better than having choice. Whether it is pink or red lips, green or blue eye shadow, bronzer or blusher, we always know there is colour and texture to select from. Having the ability too choose the quality of products shows how far the cosmetic industry has come giving consumers a positive outlook on how it will continue…