The vegan beauty market is on the rise. It is expected to grow by 6.31 per cent annually worldwide by 2028, and the Asia Pacific anticipated to be fastest-growing regional category in this market, according to a 2023 study by Research and Markets, a Dublin-based market research agency.
This increasing demand is thanks to more and more people leaning towards ethical and sustainable alternatives in all areas of their lives. “In a post-Covid world, the pursuit of health and wellness has become a top priority for many, especially those [leading] a busy and stressful lifestyle. The desire for vegan skincare products is a by-product of that,” Dorothy Chau, founder of the Hong Kong homegrown vegan beauty brand Pretti5, tells Tatler in an email interview.
“Vegan beauty products are crafted with a strong emphasis on plant-based ingredients. Plants are often rich in vitamins, minerals, antioxidants and other nutrients that can nourish and rejuvenate the skin.” This could eliminate concerns surrounding common allergens found in animal-derived beauty products, like eggs and dairy, she adds.
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Vegan beauty products are not just about abstaining from animal-derived ingredients; they also encompass cruelty-free practices and a commitment towards environmental preservation—which only add to their appeal among people who are looking to use sustainable, environmentally friendly ingredients. Indeed, as Christine Hall, global vice president of research and development at vegan haircare brand Aveda, says in an interview with Tatler, “Using vegan beauty products helps lower the demand [for] animal-derived ingredients, which can help protect our planet from related environmental effects.”
There’s some indication that Hongkongers are leaning towards this sentiment too. According to a 2021 study conducted by the Consumer Council of Hong Kong, 87 per cent of the city’s residents said that they are willing to pay more for products that follow sustainable practices.
Dorothy Chau, the founder of Hong Kong vegan beauty brand Pretti5, explains what more needs to be done to help consumers make informed choices regarding green beauty products (Photo: courtesy of Pretti5)
It’s perhaps unsurprising, then, that Hong Kong shoppers have a variety of green beauty products to choose from. Alongside international vegan beauty behemoths like Aesop and Le Labo, and cult favourites such as Drunk Elephant, a plethora of homegrown vegan beauty brands have cropped up in the past decade. Pretti5’s ingredients are infused with traditional Chinese medicine; there’s also Odriem, which has vegan and cruelty-free skincare products; and La Thea Cosmetics, a Hong Kong brand that spotlights Bulgarian rose as an ingredient, just to name a few.
But there are still some challenges to overcome—one of them is spreading awareness. Says Hall, “It’s important for consumers to know that even small steps towards sustainability can make a big shift, especially if we’re all working together towards a greater cause of caring for our planet and its inhabitants. Further, it’s important for consumers to understand the background and missions of brands when making a purchase.”
For its Invati Ultra Advanced line, Aveda has used all-natural ingredients such as organic ginger root extract, turmeric root extract and more (Photo: courtesy of Aveda)
Moreover, sourcing alternative plant-based ingredients is crucial to brands championing vegan beauty. For example, Aveda uses glucosamine, usually found in cartilage, in its Invati Ultra Advanced and Scalp Solutions lines. This chemical is usually derived from shellfish, but Aveda sources glucosamine that is produced via fermentation of plants. Hall hopes that as consumers demand for more vegan products, the industry will be more motivated to look for vegan alternative sources to animal-based ingredients.
But how can a consumer tell if a brand is genuinely invested in developing a vegan product or is just greenwashing customers through clever marketing? Chau’s solution is honest labelling of products. “Transparent labelling plays a vital role in establishing [brand] credibility and fostering [buyers’] trust. By prioritising these aspects, we can instil confidence in consumers and encourage wider adoption of vegan products, benefiting both individuals and the planet.”
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