Natural beauty

As the vegan whirlwind continues to take the country by storm, the haircare experts explain the importance of the movement and the benefits cruelty free products bring.

Veganism is more popular than ever. With more than 3.5 million British people now identifying as vegan, it comes as no surprise that there is an ever-increasing demand for vegan cosmetics, in particular shampoos and conditioners. Your clients’ lifestyle choices shouldn’t mean sacrifices to their beauty regime.

Jez Barnett, Creator & Co-Founder of INNOluxe and KeraStraight, started sweeping up in his local salon  for 10p as a child and has now worked his way up from from Saturday Assistant, to brand owner.

Jez explained that for him, performance is the driving force in all of their developments: “But there are no benefits to using non-vegan products to get our performance with all our products, so we don’t.”

Jez agreed with us on the fact that the call for Vegan products is steadily growing and he hoped that perhaps one day all cosmetic products will be. 

We asked Jez, why he feels it is important to offer vegan products to clients: “It’s what the world is demanding. Providing we can match or surpass expectations, why wouldn’t we?” We totally agree, vegan products are getting increasingly high in demand, if they have the same benefits and are saving the planet at the same time; it is a no-brainer.

There’s such a push to be more natural, so as a relatively new company Jez sees it’s important that they deliver performance and ethics that our salons and customers want from them: “Our proteins are all naturally derived, for us it’s all about performance.”

One question which we’re left pondering is that if veganism continues to grow at the rate it is, will we lose non-vegan products all together eventually?

As far as Jez is concerned – the answer is yes. Providing the new products match or exceed expectations on previous products and don’t price themselves out of the market, this could be the case: “For all the people who care, there are very many who don’t and will only buy on performance or price.”

The world is changing quickly and it’s easy to imagine that this will not even be a conversation in a few years. Jez believes the research chemists will only be looking at vegan solutions going forwards, so that’s all that will be available one day.

Cloe Hazel, Global Education Manager at Organic Colour Systems, believes that vegan products have the same, if not better results, as those which are non-vegan: “More thought, care and ethical ingredients go into vegan products which are often of a much higher quality than those going into non-vegan products.”

Veganism is, and has been, one of the fastest growing lifestyle choices over the past 10 years and although some may see it as a ‘trend’, many see it as so much more than that. Cloe admits that she has seen more of those opting for a vegan lifestyle are becoming more and more observant and knowledgeable with their choices. 

It is difficult to say whether we will lose non-vegan products in this industry as veganism continues to take the country by storm. Cloe explained: “I don’t think we will lose non vegan products all together as there are still consumers who opt for the conventional products. I do however think that as veganism grows, consumers will be more aware of synthetic, damaging and unethical ingredients whether they are vegan or not and will opt for a more ethical alternative.”

Cloe made a valid point of saying: “You wouldn’t find a salon only stocking products for their curly haired clients and not anyone else. So, the same goes for vegan products, if you don’t offer an option for vegan clients, they may take their business, and hair, elsewhere.”

Veganism and ‘going green’ tie in closely together and there are continuing rises in the awareness of both. Consideration of our planet and all that lives in it is a win win for everyone and especially in an industry that was once so heavily laden with chemicals and waste.

Mette Lykkegaard, with her husband Stig, founded NATULIQUE more than 20 years ago – a professional beauty brand from Denmark that focuses on sustainable, natural and cruelty-free products for hairdressers all over the world. 

The mission at NATULIQUE is to empower hairdressers in pursuing their craft ethically and sustainably: “Only they can achieve the mindset change we want to see in the beauty industry.” Offering certified vegan products is one of the ways in which they are trying to support stylists and their clients in leading a more conscious lifestyle. 

Mette told us: “Each year millions of animals are killed through cosmetic animal testing around the world. ​Animal testing for cosmetic purposes is still legal in around 80% of the countries worldwide. Even in Denmark, where cosmetic animal testing is forbidden, animals are objects without feelings in the eyes of the law. A standard such as the vegan certification by the Vegan Society ensures that the product is not tested on animals and does not contain any animal derivatives.” 

Mette sees that from an entrepreneurial perspective, vegan products additionally offer salon owners a unique selling point and attract a new clientele. 

“People don’t believe that vegan products are capable of achieving the same results as non-vegan. But this concern is often unjustified. We see it as a challenge. We have to experiment with natural and non-animal-derived ingredients and if we are unsatisfied with the result, we keep on trying.”

Mette sees veganism as a trend that isn’t just going to blow over as she sees it as: “A lifestyle, a commitment to live more consciously.” 

While it has mostly been about animals in the past, the industry is only now starting to realize that veganism is beneficial for the planet and its resources, too. Mette explained: “Therefore, we expect veganism to grow and it makes sense to invest in it for us as a brand.

“It is all about reinventing non-vegan products, playing with ingredients and not giving up. In the long run, small steps will create a big impact too.”

As a salon owner, if you are looking to live consciously and decrease your ecological footprint, vegan products in your salons are an effective way of doing so.

Mette sees that this way, salon owners can live a holistic lifestyle: “From a business perspective, I would definitely encourage salon owners to stock vegan products. Now that vegan salon products are still relatively rare, it is an opportunity for salon owners to be an early mover, a chance to stand out and attract a new clientele. As a salon, to provide vegan solutions you will later on appear more trustworthy and authentic than others who will only introduce them once it’s become the norm.”

Thanks to scientific research today, it is possible to replace ingredients of animal origin with equally effective vegan substitutes. 

Brad Niner, UK National Sales and Marketing Director for Salon Distribution Concepts Ltd, agrees with Mette that this trend is destined to grow, more and more consumers today are determined to make informed consumption choices: “Veganism is becoming more than a food orientation, an approach that prefers sustainable products in a broader definition, today called green massification.”

Brad believes that today, having more ‘ethical’ cosmetics is a requirement for an increasing number of consumers: “It is necessary to respect this without sacrificing the performance and quality of products and the results they bring.”

Today the level of sustainability of the farm production chain is much discussed, a vegan product is more sustainable than a product with animal derivatives because it uses raw materials of plant origin. 

Brad believes: “A salon today must be able to meet the needs of every consumer, the green option is no longer a niche, it is therefore necessary to be able to cope with the demand for more sustainable and vegan products by offering customers a valid alternative and to ignore this emerging market would be foolish.”

The momentum may currently be slow, but it is undoubtedly relentless and increasing rapidly. The sooner we embrace this, the earlier we can contribute to the protection of our most precious asset, our planet.