Say Hello to ELF Cosmetics: American Vegan Beauty Brand Now On Nykaa

With the rising sustainability trend as well as awareness about the harmful effects of conventional makeup, the demand for chemical-free and ethical cosmetics is growing by the day. Elf Cosmetics, a globally reputed vegan and cruelty-free makeup brand has launched its range in India this January. The brand will be retailing through the online beauty platform Nykaa.

Elf announced this launch in India on Christmas and went live on 8th January 2021. The brand is offering a wide range of products from skincare to a variety of makeup products. All their products are vegan, including their makeup brushes. Most makeup brushes in the market are made with animal fur, primarily from minks. The recent outbreak of coronavirus in mink fur farms in Europe and America has been a wakeup call to ditch animal-derived products in all areas of life. Moreover, the escalating concerns and awareness about the ethics of animal-tested products have pushed quite a few brands like Dove to go vegan and/or cruelty-free.

India has been a breeding ground for cruelty-free lifestyle brands. Nykaa, one of the largest online retail platforms for lifestyle products in India has its own range of vegan and cruelty-free cosmetic products. Some other Indian vegan and cruelty-free brands include Fae Beauty, Disguise Cosmetics, Soulflower, Plum, and Iba Halal.

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