Sponsored blog: going vegan – how a beauty brand becomes cruelty-free

Emma Ledger, digital lead for Nouveau Lashes, reveals why the company has taken such a strong stance on the issue.

In recent years the industry has seen an increase in consumers looking for confirmation of what is in the beauty items they use. From insight on how ingredients are derived and any impacts this process may have on their health, through to considering ethical choices on how to be a better citizen of our world, more and more people are becoming aware of the impact our choices have.

A consumer’s quest for information on a product or treatment should prove fast and efficient to ensure their interest or faith in a brand does not waiver. Nouveau Lashes is passionate about customer service and strengthening relationships with our technicians and wider client base, so we believe in establishing communication and transparency in the ethical and socially-conscious decisions we make.

For a while, a growing number of technicians and consumers have been asking us to confirm the cruelty-free and vegan status of our treatments and products, so we decided to take a much more public stance on this. We’ve published our ingredient lists after a full audit, with support from online resources and organisations such as PETA and Cruelty Free International, and we’re proud to say we’re officially cruelty-free.

We’ve also taken the step to examine whether our products are vegan and have discovered that the majority already are – so we’ve begun submitting them for approval to the Vegan Society for full registration. We’ve also begun researching options for products that weren’t, with a view of making as many ethically sound decisions as possible for our brand.

Working with brands who have a public stance on consumer concerns helps to establish trust early on and reduce the time taken for potential clients to research whether to book in a treatment or buy from you.

A huge number of our products including Extend and Express are now registered with the Vegan Society. Click here to see which of our products or treatments have been registered with them, along with the official logo and ingredient list.