Veganism has extended far beyond just our diets in recent years: eco-conscious and animal-loving consumers have sought out vegan cosmetics, vegan clothing and vegan homeware, to name but a few products.
Now the most popular vegan cosmetic brands have been revealed and e.l.f. has trumped all other competitors, coming up in first place out of the 20 most popular vegan brands.
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The survey, conducted by showerstoyou.co.uk, interviewed beauty enthusiasts to see which vegan cosmetics brands were their top choice.
e.l.f., known for their vegan, cruelty-free, affordable, and paraben-free products, topped the list, while Urban Decay nabbed second place.
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In third place was EcoTools while Sephora, which sells plenty of vegan products from brands such as Kat Von D, Huda Beauty and Anastasia Beverly Hills, came in fourth place.
In fifth place was Tarte Cosmetics, with Real Techniques, Physicians Formula, 100% Pure, TooFaced and Obsessive Compulsive Cosmetics rounding up the rest of the top 10 brands.
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Speaking to the shower brand, cruelty-free hair and makeup artist Emma Olliff gave some advice for people who are hoping to embrace the vegan lifestyle but might not know where to start when it comes to their makeup bag.
"A cruelty-free product means it hasn't been tested on animals, whereas vegan means it contains no animal products. Due to this, the two unfortunately don't go hand- in-hand," Emma said.
"This makes it difficult to choose products, but there are things you can do. Check for the leaping bunny logo on products and you can always visit vegan blogs like Cruelty Free Kitty which aim to clear the air a little.
"But most importantly, don't get overwhelmed. You don't need to throw away all of your makeup at once. When I updated my kit, I found that adding one new vegan product at a time was the most feasible strategy."
If you're considering a vegan approach to your makeup routine, you might also find it helpful to read PETA's guide to cruelty-free makeup.
Featured Image Credit: Pixabay