Veganism is about more than just diet - followers of the lifestyle choose to eschew animal products in all aspects of their life.
Many new vegans struggle to find grooming products they know are free from animal secretions as well as animal testing.
High street chain store Superdrug is now relaunching it's B.Makeup range - which a spokesperson describes as 'the highest quality, vegan, cruelty free beauty and grooming products at an accessible price'.
The collection now includes results-driven skincare for different skin phases, men’s grooming range and a full complement of beauty accessories and makeup brushes.
A Superdrug spokesperson said: "B. Makeup is the next step in the journey, offering professional quality, solution driven, vegan and cruelty free makeup.
"Everything has been created using insider expertise offering the products and knowhow to help everyone become their own makeup artist. The new range includes a capsule collection by celebrity MUA Cassie Lomas."
Cassie Lomas said: “It has been amazing to work with the team at B. on the Makeup collection. As well as inputting into the shades and formulations of the launch range being able to create my own capsule collection of products has been a dream.”
Sarah Gardner, Superdrug Head of Beauty added: “Our B. makeup brushes and accessories have been best-sellers as those looking for vegan, cruelty free products, know they can trust the brand.
“Animal derived ingredients are in a multitude of makeup products and it’s not easy to create high quality cosmetics without compromise.
"We’ve worked for almost two years on the new B. Makeup collection and cannot wait for it to be revealed to beauty lovers.”
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