Vegan beauty product sales have grown by a staggering 38 percent over the last 12 months - a reflection of the increasing interest in veganism.
According to a report by global information company The NPD Group, the total market for natural prestige beauty products (of which vegan is a category) was valued at £124 million in 2017 and accounts for 26 percent of prestige women’s face skincare.
The report claims that growth has been boosted by social media and campaigns like Veganuary.
An increasing number of vegan beauty brands are coming to market - although most have limited distribution.
The NDP Group notes: " Vegan beauty brands only account for one percent of women’s face skincare, but growth is well above the category at 38 percent."
Helen Duxbury, Senior Account Manager, NPD UK Beauty said: "There has certainly been a rise in the number of vegan brands in prestige beauty and this coincides with consumers adopting a more conscientious approach when purchasing products, looking closely at the underlying philosophies and actions of the brands.
"They not only investigate ingredients and efficacy, they want to know about traceability, and how animal-friendly they are.
"Vegan and cruelty-free are two of the big issues for customers in 2018, but still remains a niche segment of the skincare market."
Duxbury added: "The popularity of vegan is undeniable and brands are now capitalising on the movement.
"In the past year we have seen solid growth and a stream of new launches in this sector.
"Whilst most of these are in limited distribution, we are also seeing an increase in mainstream brands offering a vegan range...
"We believe the trend for beauty products that not only help consumers look good but feel good about their purchase too is set to grow in 2018.”