Milk Makeup just went vegan. Ironic? Let’s call it the result of a new cruelty-free era.
“When we started Milk Makeup, we all had young kids, which makes you hyper-aware of all the toxicity in the world,” said Milk Makeup co-founder Georgie Greville, who launched the brand with Diana Ruth and Zanna Roberts Rassi. “We wanted to use healthy ingredients that we felt great about, especially if our kids got their hands on the products.”
With this in mind, the co-founders excluded ingredients like parabens and sulfates from their products. However, they also realized that going vegan didn’t mean compromise, so they went ahead and eliminated honey, beeswax, lanolin, carmine, and gelatin among other ingredients.
— Milk Makeup (@milkmakeup) March 29, 2018
“There is no animal product or byproduct that doesn’t have a safe, natural or synthetic alternative,” explained Ruth. In fact, avocado oil and mango butter are used to replace some animal ingredients found in similar formulas.
Milk Makeup follows the step of many vegan beauty brands out there, like Kat Von D Beauty and Au Naturale Cosmetics, as well as Hourglass Cosmetics, who is working on phasing out all animal ingredients from their products by the year 2020.