MuLondon adds vegan accreditation

By

Barbara Santamaria

Published
Apr 9, 2018

Skincare brand MuLondon has expanded its cruelty-free beauty credentials with the addition of a new Vegetarian Society Approved vegan trademark.

The move will help vegan customers find suitable products across MuLondon’s range.

"We are excited about the recent upsurge in veganism, which has prompted more people to choose products made without animal ingredients. The new vegan accreditation from The Vegetarian Society, the oldest vegetarian organisation in the world, is a sign of the zeitgeist. We're thrilled to be a part of the movement towards a more compassionate lifestyle by making it easy for people to spot and choose cruelty-free and vegan products," said Boris Zatezic, Founder and CEO of MuLondon.

Founded in London, the beauty brand sells natural skin care products made with cruelty-free, vegan formulas based on herbal ingredients. It first adopted the original Vegetarian Society Approved logo in 2012, with the logo certifying that all products are free from GMO, animal-derived ingredients or animal testing and without cross-contamination during production.

Vanessa Brown, head of business and catering services at the Vegetarian Society, commented: "The number of vegan consumers across the country is continuing to rise and we've seen a huge appetite for animal-free products across all grocery sectors, from food to beauty. We have experienced increasing demand for a vegan trademark from our customers to ensure they stand out from the crowd and can proudly display their vegan credentials.”

The rising interest in vegan beauty prompted Superdrug, a beauty retailer, to open a pop-up store dedicated to vegan make-up, skincare and more in East London this year. As demand for plant-based beauty products continue to rise, more cosmetic brands and retailers are likely to join the movement.