Most people are familiar with antioxidants thanks to the rise of supposed “superfoods”. Antioxidants The Ordinary Antioxidants Range keeps free radicals at bay It also states “ DECIEM does not test on animals and does not pay others to do so.“ġ. The brand’s website states that as well as being free from parabens and sulphates, all its products are free from animal oils. Buyers can see whether their favorite is gluten-free, nut-free and more crucially, cruelty-free. If you were in any doubt, the website has a handy key for each item, which shows customers a range of attributes. Not only is The Ordinary affordable, its entire range is also currently completely vegan. Users aren’t then paying for the “filler” materials that bulk out most cosmetics. The post went on to say “ we’re doing a brief overview of each category within The Ordinary over the coming weeks,” and has since provided clarification on several categories from its website.Īll its products are designed to provide raw, concentrated versions of common ingredients found in every-day beauty items. A post read “ A few of you have mentioned that our too-extensive range and website might be a bit confusing for some, particularly those who are new to skincare.“ In a bid to clarify the uses of its products, the brand recently began a series of explanations via its Instagram page. Its clinical looking packaging and confusing names may seem intimidating, however, the main aim has always been to “ communicate with integrity and bring to market effective, more familiar technologies at honourable prices.“ This is thanks in part to its reasonable prices - the most expensive item costs £18 ($23.55) at the time of writing. According to the company website, the main principle behind the brand is “ Clinical formulations with integrity.”Īlthough the brand has seen some turmoil in its history, with ex-CEO and Founder, Brandon Trauxe found dead in January last year, it has built a loyal following. The New York Times explained, “ it’s possible for a vegan item to have been tested on an animal and a cruelty-free product to contain animal ingredients.“ The Ordinaryįounded in 2013, The Ordinary is part of the DECIEM group, otherwise known as The Abnormal Beauty Company. The term vegan in beauty means the complete absence of animal or animal-derived ingredients, while cruelty-free describes a product that doesn’t test on animals. However, the two terms are not interchangeable. Various beauty brands are now recognizing the value of offering vegan and cruelty-free products. What Makes It Vegan Beauty? Cruelty-free, vegan skincare products are consistently cropping up The brand has since vowed to make its entire range cruelty-free, and released a huge campaign to make the announcement. It became the biggest-ever beauty brand to receive the “Leaping Bunny” accolade from Cruelty-Free International (CFI). makeup brand COVERGIRL made headlines last November. With so many people now paying more attention to the ingredients in every-day products, big brands are finally beginning to respond to demand. According to data by Grand View Research, the global vegan cosmetics industry is projected to reach $20.8 billion by 2025. ![]() However, what it failed to mention was the rise in vegan beauty trends. It credited Millenials for driving the change in perceptions, citing that “ a quarter of 25- to 34-year-old Americans say they are vegans or vegetarians.“ When the Economist named 2019 the “Year of the Vegan” it mainly referred to the rise in a vegan diet. ![]() The Rise of Vegan Beauty Vegan beauty is rising in popularity Well-known for its affordability, it’s honesty is attracting fans all over the globe. The Ordinary is one of the beauty world’s biggest success stories.
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