Vegan Statistics | Vegan Beauty | Veganism and the Household

Beauty and household

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Please find below a selection of statistics about vegan beauty and household brands products and sales.

Disclaimer: This is a collation of third party sources about topics connected to veganism. Some of the links are not to the original sources; we are sharing them to help journalists or researchers with their research and because they may form a helpful starting point.

Lots of facts and figures on animal testing can be found here. Please contact Cruelty Free International’s (formerly BUAV) press office with specific questions as this is their area of expertise.


Behavioural changes

  • In October 2021, The Vegan Society released the Vegan Beauty Takeover report. In the accompanying research, we found that 46% of shoppers said they felt confident in identifying animal-derived ingredients in their cosmetics and beauty products, but when tested, only 3% could do this correctly. Source
  • A 2021 YouGov survey found 53% of UK adults were not confident in identifying a skincare product that contained ingredients derived from animals. Source
  • In 2019, research by Cosmetify found that 9% of British women always buy vegan beauty products and 47% do so more than they used to. Plus, 39% of those who only buy vegan beauty products are not actually vegan. Source 
  • Research by MUA in 2019 found that 62% of their customers buy vegan beauty products despite not following a vegan lifestyle. 68% said there was confusion around ingredients, stating they wouldn't know how to know if an ingredient was vegan or not. Source 
  • "Not tested on animals" is the most important packaging claim for 57% of people. Source
  • 36% of non-meat eaters were unaware that makeup can contain animal by-products. Source 
  • Data from Google Trends shows that interest in vegan beauty has been steadily increasing over the last decade. Countries showing the most interest include the UK, Australia and Ireland. Source 

Vegan products and business

  • No vegan sector is moving faster than vegan beauty. Of all new vegan items launched in the UK in 2020, 82% of them belonged in the beauty category. In Germany, this figure was 62% and in the USA, this figure was 40%. Source 
  • In 2021, MarketGlass predicted that the global vegan cosmetic industry will be worth a staggering $21.4 billion by the year 2027. In the USA alone, this is estimated to be worth $4.1 billion. Source
  • From 1st May 2021, China removed the mandatory animal testing requirements for imported ‘general’ cosmetics. Source
  • In April 2021, Maryland became the fifth US state to ban animal-tested cosmetics. Source 
  • Superdrug's own brand vegan cosmetics saw a 750% sales increase in January 2019. Source
  • reported a 56% increase in vegan-related searches in 2019. Source
  • In 2019, Marketing Week reported that between 2014 and 2019, there was a 175% increase in vegan cosmetic launches, globally. Source  
  • Vegan facial skincare launches almost tripled between 2013 and 2018, rising from 13% of all launches in 2014 to 28% in 2018. Sources: [1][2]
  • The Body Shop sold over three million vegan products in the UK in 2018 – the same year it launched a new range of vegan Body Yogurts – which is the equivalent of one every second. Source 
  • The sale of vegan prestige beauty products in the UK reported an increase of 38% in the 12-month period between February 2017 and the end of January 2018. Source
  • Beauty brands with cruelty-free certification account for 20% of women's facial skincare and grew by 18% compared to the overall category which grew by only 7% in 2018. Source
  • There was a 50% increase in the number of beauty and personal care products launched in the UK in 2016. Out of all beauty products with a vegan claim launched in the UK in 2016, 31% were skincare products, 29% colour cosmetics, 23% hair products, 13% soap and bath products, 2% fragrances and 2% deodorants. Source
  • A report by Allied Market Research states that the global vegan supplements market was valued at $6.309 billion in 2019, and is projected to reach $13.6 billion by 2028. Source


  • 19% of people check if their toiletries are tested on animals. Source 
  • In a global survey, 81% of respondents said they would not buy a household product if they knew it (or one of its ingredients) had been tested on animals. 77% of respondents also cited ‘not tested on animals’ as a factor in their decision to buy a cosmetic or household product. Source 
  • Sales of vegan cleaning products at Tesco increased by 80% in 2019. Source
  • The first (and only) mattress to be registered with the Vegan Trademark was the Cottonsafe Natural Mattress in February 2019. Source 
  • A dog bed by bECOsy®, created by a mum-of-two during the Covid-19 pandemic, became the first in the world to be registered with the Vegan Trademark in February 2021. Source
  • The Cheeky Panda – an eco hygiene challenger brand - owns the only toilet roll to be registered with the Vegan Trademark. In 2021, they hit headlines with their impressive crowdfunding and business acumen. Source 
  • In 2018, Ecotricity registered their gas and electric with the Vegan Trademark. Source 
  • The market for vegan food for companion animals ("pet" food) was valued at $8,667.97 million in 2020 and is projected to reach $15,651.22 million by 2028; it is expected to grow at a CAGR of 7.67% between 2020-2028. Source 
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