Milk Makeup joins the vegan movement

Cult cosmetics brand Milk Makeup is the latest label to embrace the vegan beauty movement.

The brand has declared itself 100% vegan, after eliminating animal-based products such as honey, beeswax and collagen from its formulas, Allure reports. The move means that the brand, which has always championed cruelty-free practices and avoided animal testing, is now one of a growing cohort of fully-fledged vegan beauty labels.

Announcing the news to its 424,000 Instagram followers, the brand explained: "We are 100% vegan because we believe you should be able to get everything you want in a beauty brand without sacrificing." In another post, it stated: "From day one, we've cared just as much about what we put in our products as what we don't. We're cruelty-free, paraben-free & 100% vegan!"

"There is no animal product or byproduct that doesn't have a safe natural or synthetic alternative," the brand's chief operating officer Dianna Ruth told Allure, when elaborating on the company's decision to go vegan.

With "cruelty-free" fast becoming a buzzword in the beauty industry, it is perhaps unsurprising that the concept of vegan makeup and skincare is also rapidly gaining traction among consumers. A plethora of high-profile brands have brought animal rights to the forefront of the beauty conversation over the past few years, with names like vegan makeup mogul and activist Kat Von D leading the way. Other major labels offering a selection of vegan beauty collections include Urban Decay, Tarte Cosmetics and The Body Shop.