2016 has truly been the year of cruelty free living. Perhaps it was the vegan hype that snowballed after veganuary. As the movement grew and people realised the truth behind their cosmetics, brands realised they needed to adapt too. Going cruelty free seems daunting but now that celebrities are getting on board it'll soon become widespread.
The most recent cruelty free celebrity advocate is ex Made in Chelsea star, Lucy Watson. Lucy has been advocating cruelty free beauty on YouTube and just announced that she is launching her own cruelty free beauty products! It is important that celebrities who aren't traditionally thought of as being a bit 'hippie' endorse this change because it challenges stereotypes. Lucy appeals as a fashion and beauty role model to so many young people. She pouted a gorgeous red lip in one of her videos and then announced her new line.
"I’ve been working on it for nearly a year and it’s cruelty free, so you guys will have some more products that you can use for your cruelty free collection, but it’s the perfect red and it’s just really good for nights out and glamorous sort of looks."
Another popular celebrity jumping on board is Kat Von D. Kat Von D made her vegan transition public and subsequently transitioned her make up line into an all vegan one. This sends a huge message to not only her fans but to other brands. Demonstrating that it CAN be done. And not only can it be done but it can be done well. Some of Kat Von D's vegan products have become cult beauty items, like the Trooper eye liner. She has also just done a collaboration with Too Faced Cosmetics, another cruelty free cosmetics line. It's not just ensuring that her make up line is cruelty free, it's being an advocate for it too. Other celebrities, such as Jeffree Star, own vegan and cruelty free make up brands but don't live by this themselves. Of course it's great that they've chosen that route, but they could use their influence to change their fan's attitudes to animal cruelty in the beauty industry.
Perhaps one of the most well known names today is Miley Cyrus. Miley has been voicing her veganism and fight for animal rights for a while now and uses her social media platforms to help promote the cause. While she doesn't explicitly talk about cruelty free beauty, she's inadvertently promoting a cruelty free lifestyle through her veganism. She has 54.9m followers on Instagram - all receiving a vegan message.
But is all of this just a fad? Are these celebs in it for the long run or in it for the publicity? Remember when celebrities were all drinking vitamin water and it was really cool and now no one really cares? Some YouTube beauty gurus have done their token cruelty free make up tutorials but then continued to promote animal tested products. Despite this, it indicates a concern. It's on our minds and celebrities and social influencers are bringing it to the media.