Urban Decay launched a new eco-conscious collection made with clean and green formulas. The new collection is called Wild and features vegan-made products. The formulas are created without parabens, BHT, mineral oils, petrolatum, and other harmful ingredients.
The beauty brand's debut into clean and green products also marks the launch of its first plant-powered mascara, dubbed the WIld Lash Mascara. It is made with 99%b naturally derived ingredients and boasts a glossy black color that lasts up to 16 hours. The formula includes nourishing ingredients such as avocado and sunflower oils to hydrate the lashes and calza flour and cassava starch to increase volume. In addition, the collection also includes the vegan Wild Greens Eyeshadow Palette.
Image Credit: Urban Decay
What's Driving This Trend
- Eco-friendly Cosmetics
- The trend of eco-friendly cosmetics will continue to grow as consumers prioritize sustainability and green practices in their purchasing decisions.
- Plant-powered Beauty Products
- The trend of using natural, plant-based ingredients in beauty products will continue to gain traction as consumers become more health-conscious and demand transparency in product formulations.
- Clean Beauty
- The trend of clean beauty products - those made without harmful chemicals or ingredients - will continue to disrupt the traditional cosmetics industry as more consumers shift towards natural and eco-conscious brands.
Who This Affects Most
- Cosmetics
- The cosmetics industry has an opportunity to innovate by incorporating natural and eco-friendly ingredients into their products, and creating more sustainable packaging.
- Green Beauty
- The green beauty industry, which focuses on natural and organic ingredients, can continue to innovate by finding new, plant-based ingredients that provide effective results for consumers.
- Sustainability
- The sustainability industry can partner with cosmetics companies to help reduce waste and find alternative, more environmentally-friendly packaging for beauty products.
