# Cruelty-Free Beauty Influencer Campaigns Hourglass Cosmetics' 'Eye to Eye' Uses Influencers' Pets By Ell Smith | Published 2019-09-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hourglass-cosmetics1 References: [hypebae](https://hypebae.com/2019/8/hourglass-cosmetics-eye-to-eye-campaign-dogs-cats-pets-vegan-cruelty-free-nonhuman-rights-project-donation) & [hourglasscosmetics](http://hourglasscosmetics.com/) [Hourglass Cosmetics](https://www.trendhunter.com/trends/outside-in-brand) have released a new and completely adorable campaign that reminds consumers of not just its products, but its pledge to remain [vegan and cruelty-free](https://www.trendhunter.com/trends/humane-world-for-animals). The campaign is titled 'Eye to Eye' and features images of animals who could fall victim to animal testing from other corporations. Pictured are numerous furry friends like dogs and cats, from the eyes up. What's even more exciting about this campaign, is that the animals used to model belong to well-known beauty influencers, like Iris Beilin, Teni Panosian, Ryan B Potter and more. The campaign reminds consumers to shop more ethically. In addition to this [influencer-led campaign](https://www.trendhunter.com/trends/tomcat), the general public can participate. For every consumer that posts a photo of themselves with their pet eye to eye, Hourglass Cosmetics will donate $1. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 40% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Cruelty-free Beauty:** Opportunity for brands to promote their vegan and cruelty-free products in a socially conscious market. - **Influencer Marketing:** Opportunity for brands to leverage the reach and influence of beauty influencers to promote their ethical products. - **Ethical Consumerism:** Opportunity for brands to tap into the growing demand for ethically sourced and produced beauty products. ### Industries Being Reshaped - **Beauty and Personal Care:** Disruptive innovation opportunity in developing innovative products and marketing campaigns centered around cruelty-free and ethically sourced beauty. - **Digital Advertising:** Disruptive innovation opportunity in developing new ways to leverage influencer marketing and user-generated content to promote ethical and sustainable brands. - **Animal Welfare:** Disruptive innovation opportunity in supporting and collaborating with brands that prioritize animal welfare and raising awareness about cruelty-free options. ## Related on Trend Hunter - [Cosmetics-Themed Dog Toys](https://www.trendhunter.com/trends/pawer-grip-primer-dog-toy.md) - [Pet Brand Influencer Campaigns](https://www.trendhunter.com/trends/influencer-campaigns.md) - [Influencer-Led Mascara Campaigns](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians.md) - [Animal Equity Beauty Campaigns](https://www.trendhunter.com/trends/skin-proud.md) - [Makeup-Themed Dog Toys](https://www.trendhunter.com/trends/makeupthemed-dog-toys.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Adorable Holiday Campaigns](https://www.trendhunter.com/trends/burberrys-holiday-campaign.md) - [Cruelty-Free Cosmetic Updates](https://www.trendhunter.com/trends/avon-beauty-products.md)