Vegan Beauty: Benefits, Trends, Ingredients & Leading Brands

1. Squalane made from olives and wheat germ

Plant-based squalane derives from the similarly-named squalene, a lipid and natural moisturizer produced by human skin cells. Traditionally, squalane has referred to a non-vegan ingredient derived from shark liver oil. Today, we’re seeing vegan squalane, which is found in olives, wheat germ, rice bran and sugar cane, emerge as a sought-after ingredient. 

Due to its antioxidants and detoxifying benefits, the ingredient helps to combat skin damage and enhance collagen production. It’s particularly popular in formulations for acne or oily skin as research shows it has anti-inflammatory properties that can lower redness and swelling. Squalane gives the hair moisture, too, helping to boost its shine and protect it from damage.

2. Plant-based, soy or wild mango wax  

Vegan waxes derived from plants, soy or wild mango, are popular in cosmetics formulations as they thicken oil-based formulations and deliver stability in solid cosmetics products such as lipsticks. 

Formulating with vegan wax requires various production considerations. Plant waxes behave differently from beeswax. Substitutes need different melting points, provide varying degrees of hardness and offer a different texture on the skin. 

As well as their eco-friendly nature, vegan waxes are known for their ability to revitalize the skin, increase its flexibility, offer skin protection from environmental contaminants and provide a soft and gentle-on-the-skin application. 

3. Soy protein 

Soy protein, derived from soybeans, is a natural antioxidant recognized for its soothing and regenerative skincare properties. 

As it’s a protein, the vegan soy ingredient provides moisturizing and conditioning benefits for the skin and hair. It also protects the hair from external aggressive factors, restoring its fiber and offering antistatic properties that help to create a healthy appearance.   

Soy protein is a vegan alternative for two common non-vegan ingredients, keratin and collagen. Keratin is known for its strengthening properties in hair and nail products, while collagen is prevalent in skin aging and plumping formulations due to its fibrous nature. 

4. Almond Oil

Almond oil refers to the emollient plant oil that derives from almonds. It contains fatty acids known to nourish the skin as well as vitamins D and E and minerals. 

The plant-based ingredient typically comes in sweet and bitter varieties. Its sweet form is known for its skin benefits, mainly because it contains vitamins A and E, omega-3 fatty acids and zinc.

The popular vegan ingredient is known for its anti-inflammatory and emollient properties and high nutrient content. It’s often used in formulations to soothe irritant skin, protect against UV damage, restore the skin’s moisture barrier and contribute to a healthy appearance. Almond oil features in makeup removal, cleansing and moisturizing formulations.

It is often used to treat consumers with dry skin conditions such as eczema and psoriasis and it can also improve acne due to the oil's fatty acid content, which works to dissolve excess oil on the skin.  

Almond oil is one of the most common vegetable oils used in beauty products. Brands can include the ingredient in their skincare formulations instead of using common non-vegan emollients, such as lanolin, animal fats and oils. 

5. Hyaluronic acid

Hyaluronic acid (HA) is a long unbranched carbohydrate, or sugar called glycosaminoglycan, that occurs naturally in the body and is found throughout its connective tissue. HA gives our skin its structure, providing a hydrated and plump appearance. 

Increasingly, vegan HA has become the go-to option for topical formulations. Vegan HA is produced with identical chemistry and activity and is obtained from fermenting plant material. Behaving like a sponge, the humectant can bind up to 1000 times its weight in water. 

HA is commonly used in skincare products with significant hydration benefits, specifically leave-on products including toners, essences, serums and moisturizers. It also features in lip treatments, sheet masks and eye creams. The ingredient works well with vitamin C, vitamin B5 and glycolic acid. 

6. Coconut Oil

Coconut oil is extracted from the kernel of a matured coconut harvested from the coconut palm. The oil is known for its antimicrobial and antioxidant properties, which improve skin and oral health. Thanks to its hydrating, nourishing and moisturizing characteristics, it’s recognized for its versatility in skincare and haircare. 

The vegan ingredient gives the skin moisture, can support wound healing and has an anti-inflammatory effect. It's a popular ingredient in face and body creams, body washes, facial cleaners, shampoos and ointments. 

Coconut oil is also known for improving the hair’s overall condition and health. The ingredient moisturizes hair, reduces breakages, lowers protein loss and protects against environmental damage. 

A popular ingredient in finished beauty products, coconut oil can be used instead of traditional animal-derived emollients like animal fats, oils or lanolin in skincare products. It can also replace non-vegan hair conditioner ingredients such as silk proteins. 

7. Shea Butter

Shea Butter is a seed fat extracted from the nuts of a shea tree. The hydrating vegan ingredient contains high concentrations of fatty acids and vitamins, which provide a softening effect. Shea butter has anti-inflammatory, antibacterial, antifungal and antioxidant properties. It’s also known to boost collagen production, promote cell regeneration, reduce the appearance of stretch marks and scarring, and provide suncare protection. 

In haircare, shea butter is often included in formulas to help prevent hair breakage and treat dandruff. Shea butter works well in formulations with other oils and cocoa butter.

Shea butter is well known in the beauty industry as it’s one of the most common vegetable oils in formulations. Brands can create skincare and haircare products with shea butter as an alternative to non-vegan ingredients, which include glycerin, allantoin and milk. 

1. Milk Makeup

The New York city-based makeup and skincare brand is 100% vegan, stating it contains no animal-derived ingredients, including fats, oils and musks. Founded in 2016, Milk Makeup offers over 300 products, including its Vegan Milk collection, which features its selection of nourishing daily skincare essentials. 

Milk Makeup’s product philosophy revolves around starting with good ingredients that then turn into effective formulas. 

2. Barry M

The British cosmetics company is 100% vegan, with none of its makeup or nail paint ranges containing animal by-products. When it launched in 1982, Barry M brought out a range of 100 nail paints before expanding into Dazzle Dust eyeshadow, lip paints and crackle nail polish. 

Barry M follows a ‘beauty with compassion’ ethos. The brand supports two animal and wildlife charities: Humane Society International and David Shepherd Wildlife Foundation. 

3. Biossance

Clean skincare name Biossance began life in 2003 after its scientists turned to the use of biotechnology in skincare and the ingredients contained within everyday consumer products.

The entirely vegan brand formulated a vegan alternative to traditional squalane, creating a renewable, sugarcane-derived version. Biossance confirms that its ingredients are ethically and sustainably sourced. The brand adopts a skincare ingredients library, which offers informative ingredient insights, Environmental Working Group ratings and category filtering. 

4. Aesop

All of the Australian luxury skin, hair and body care brand’s products are vegan. Aesop states it adopts a responsible sourcing approach to ingredients, with none of these derived from animals. 

Aesop implements a comprehensive research and development framework to widely investigate the environment and source plant-based and laboratory-made ingredients with a proven record of safety and efficacy.

5. Herbivore Botanicals

Created in 2011 from the founders’ Seattle-based kitchen, the natural and clean skincare name is a plant-powered vegan brand. 

Herbivore Botanicals has produced its formulations with natural ingredients, plant-based food-grade cold-pressed oils, steam distilled therapeutic-grade essential oils, genetically modified organism (GMO) free soy wax and certified organic ingredients. 

6. Lumene

The Finnish cosmetics producer states that 100% of its skincare and foundation formulas are vegan. All of its skincare products have been vegan since 2018. Lumene creates its vegan products on the foundation of hallmarks of the Nordic environment: berries, seeds, plants, tree saps and mushrooms. 

Lumene Group’s sustainability report 2021 confirms that it has formulated animal-derived ingredients out of “most of our makeup products”. Beeswax is still used in some of the skin and makeup brand’s mascaras. Cutrin, Lumene Group’s haircare brand’s wash and care formulations are entirely vegan. Its oxidative hair colors still contain beeswax and some styling products contain lanolin and lanolin derivatives.

2. Barry M

The British cosmetics company is 100% vegan, with none of its makeup or nail paint ranges containing animal by-products. When it launched in 1982, Barry M brought out a range of 100 nail paints before expanding into Dazzle Dust eyeshadow, lip paints and crackle nail polish. 

Barry M follows a ‘beauty with compassion’ ethos. The brand supports two animal and wildlife charities: Humane Society International and David Shepherd Wildlife Foundation. 

4. Aesop

All of the Australian luxury skin, hair and body care brand’s products are vegan. Aesop states it adopts a responsible sourcing approach to ingredients, with none of these derived from animals. 

Aesop implements a comprehensive research and development framework to widely investigate the environment and source plant-based and laboratory-made ingredients with a proven record of safety and efficacy.

6. Lumene

The Finnish cosmetics producer states that 100% of its skincare and foundation formulas are vegan. All of its skincare products have been vegan since 2018. Lumene creates its vegan products on the foundation of hallmarks of the Nordic environment: berries, seeds, plants, tree saps and mushrooms. 

Lumene Group’s sustainability report 2021 confirms that it has formulated animal-derived ingredients out of “most of our makeup products”. Beeswax is still used in some of the skin and makeup brand’s mascaras. Cutrin, Lumene Group’s haircare brand’s wash and care formulations are entirely vegan. Its oxidative hair colors still contain beeswax and some styling products contain lanolin and lanolin derivatives.