Category
Fashion
Scaled Restraint
Trend cluster
Category
Vegan
Conversion
Drugstore cosmetic brands adopt vegan branding in their emerging collections.
4.1
Trend score
Trend
What is the Vegan Conversion trend?
Vegan Conversion: Understanding the selling power of vegan products, which are now often associated with “clean” and cruelty-free consumption, well-known brands in the cosmetic and skincare space are formulating and promoting vegan collections for consumers.
Insight
The consumer insight behind the Vegan Conversion trend
Today’s consumer isn’t necessarily vegan in all aspects of their lifestyle, but is frequently prioritizing the believed health benefits that various aspects of a vegan lifestyle can offer them. With conscious consumerism on the rise for both personal and ethical reasons, consumers are seeking out emerging brands that are able to cater to their emerging interests. Thus, the longstanding brands in this space are having to adapt to compete.
Trend themes
Themes within the Vegan Conversion trend
Three behaviours holding the trend together01
Vegan Beauty Products
Vegan beauty products are in demand among conscious consumers who seek a “clean” and cruelty-free lifestyle.
02
Multi-functional Skincare Products
Skincare products that serve multiple purposes, such as moisturizing, plumping and soothing, are becoming more popular with the consumer base that prioritizes convenience.
03
Sustainable Packaging
To appeal to ethical consumers who are prioritizing sustainable consumption, brands are increasingly incorporating sustainable packaging practices into their product lines.
Industry implications
What the Vegan Conversion trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
The trend towards vegan, multifunctional products and sustainable packaging is highly relevant in the beauty and personal care industry, which is constantly adapting to consumer preferences.
For
Skincare
The skincare industry specifically is seeing a rise in vegan, multi-functional products and brands that use sustainable packaging, as consumers seek more eco-friendly and convenient products for their daily routines.
For
Health and Wellness
The trend towards vegan, multi-functional products in skincare is reflective of the broader health and wellness industry, which has seen an increasing focus on plant-based and sustainable options.
Workshop question
How could your brand better compete with emerging competitors in its space?
Trend signals
Trend signals for Vegan Conversion
Trend score 4.1 out of 10, from popularity 59%, activity 51%, freshness 13%.
Popularity59%
Activity51%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Vegan Conversion trend
8 featured examples from Sep 17, 2019 to Nov 5, 2022CategoryFashion
Plant-Powered Plumping Creams
Mizon's Phyto Plump Collagen Night Cream Fights Decreased Elasticity
Leading cosmetics brands can introduce plant-powered, vegan, and sustainable products to appeal to an increasingly socially conscious consumer base and stand out in the competitiv…
CategoryEco
Sustainable Vegan Skincare Products
Avon's Distillery Line is Vegan and Packaged in Recycled Glass
Avon's new vegan and sustainable Distillery Line indicates an opportunity for disruptive innovation in the beauty industry.
CategoryFashion
Vegan Milk-Based Moisturizers
The Milk Makeup Moisturizing Release is Cruelty-Free
The beauty industry is embracing ethical and sustainable practices, creating opportunities for brands to differentiate and cater to the value-driven consumer.
CategoryFashion
Free-From Drugstore Cosmetics
Clean Fresh by CoverGirl is Vegan, Cruelty-Free & Clean
As demand for natural and cruelty-free cosmetics rises, there is opportunity for the natural cosmetics industry to expand and disrupt the traditional makeup industry.
CategoryMarketing
Highly Moisturizing Skincare Sets
Biossance's Miracle Moisture Set Helps You Fight Winter Dryness
Cosmetic companies can leverage the trends of winter skincare sets and proprietary rapid plumping complexes to innovate and differentiate themselves from competitors.
CategoryFashion
Multipurpose Jelly Masks
Yes To's Cooling Jelly Facial Mask Soothes Skin with Cucumber
Disruptive innovation opportunity: Introduce new products and technologies that offer multifunctionality and enhanced benefits for skincare.
CategoryFashion
Vegan Collagen Lip Plumping Glosses
The Pacifica Plumping Gloss Boasts Skincare Ingredients
Incorporating vegan and sustainable materials in beauty products, and emphasizing the benefits of skincare ingredients for consumers.
CategoryMarketing
Vegan Moisturizing Creams
Drunk Elephant Boasts a Gel-Cream to Address Various Concerns
Skincare businesses can tap into the vegan market and develop more products that cater to vegan consumers.
