When I discovered that Hourglass were cruelty free I was in love. There are so many great cruelty-free highstreet beauty brands but it feels so good to find a luxury one. Most luxury brands test on animals so you can sometimes feel like you're missing out if you start the cruelty-free journey.
If that wasn't good enough, on the 1st November - world vegan day - they announced that they aim to be 100% vegan by 2020. This means that their products will never contain animal derived ingredients.
As a luxury brand, making this pledge will help to lead the way for other brands. Doing this begins to shape the market and makes consumers question why other brands aren't doing the same. They're raising the bar and also relieving any stress when buying make up. It feels good knowing that you could buy anything from them and feel assured that it's vegan.
Taking off this pressure means you can actually just shop and try out products - choosing ones that you actually love, not just because they're the only vegan option.
Hopefully we'll see more brands making changes to their lines, even if it's just to keep up with the changing market.