Critical Literature Review: Vegan Beauty Products in the UK Market

This literature review examines consumer attitudes towards vegan beauty products within the UK market. It begins with an introduction highlighting the increasing consumer interest in natural ingredients and sustainable packaging. The review explores the planning of the research, theoretical foundations, and integrative perspectives on the topic. It defines vegan cosmetics, outlines current market trends in the UK, and addresses the issues and advantages associated with these products, such as health and environmental benefits. The review also delves into regulatory frameworks and the impact of social media and marketing strategies on consumer behavior. The analysis synthesizes existing literature to provide a comprehensive understanding of consumer perceptions, preferences, and the overall growth of the vegan beauty market, emphasizing factors like health and environmental consciousness influencing purchasing decisions. The review concludes by synthesizing the literature and explaining the key findings related to the adoption and challenges of vegan beauty products within the UK.

Critical literature review

Table of Contents
TITLE: CONSUMER ATTITUDES TOWARDS VEGAN BEAUTY PRODUCTS IN THE
UK MARKET........................................................................................................................3
INTRODUCTION ..........................................................................................................................3
LITERATURE REVIEW ...............................................................................................................4
Planing of research.................................................................................................................4
Theoretical review..................................................................................................................4
Integrative review...................................................................................................................7
Synthesize the literatures......................................................................................................12
Explanation...........................................................................................................................18
CONCLUSION .............................................................................................................................21
REFERENCES .............................................................................................................................23

TITLE: CONSUMER ATTITUDES TOWARDS VEGAN BEAUTY PRODUCTS IN THE UK
MARKET
INTRODUCTION
People's awareness regarding personal beauty products are high in respect of current
consumption as interest of people is increasing in terms of using products made up of natural
ingredients and sold along with sustainable packaging and various green elements. This research
report is associated with consumer attitude in respect of vegan beauty products and under this
qualitative research is going to be used (Phua, Jin and Kim, 2020). In current time vegan
cosmetics is regarded as the new trend in which potential change in customer attitude is being
seen that may be highly supportive for beauty industry. This study is examining consumer
attitude or inclination in respect of using green standards and regulations so that biotechnological
natural ingredient can be utilised in clear manner. Cosmetic companies are concentrated over
dealing with economic challenges so that to provide positive impact to their customers and to
environment as well. When powerful chemical are used by businesses in making cosmetic
products then this will pollute environment and overall demand of that particular product within
market will be decreased. In current time there are various trends which are followed by
individual as in context of meeting obligation of people and giving them ultimate benefits. The
awareness of people in context of health are increasing as industry of cosmetics are taking hype
in significant manner. The summit of cosmetic attention is wholly dedicated over minimising
environmental issues, packaging and natural ingredient. These are the aspects in which focus is
required to be drawn by various businesses so that market discrepancies can be tackled. The
current study is aimed at analysing some ways by which consumer attitude can be judged. The
study is helpful in analysing such aspects by which consumer attitude and behaviour can be
influenced. Besides this the study is aiming to analyse such inclination of customers in relation to
sustainability and consciousness (Borges and Paananen, 2020). The beauty market is associated
with providing ultimate satisfaction to customer but at the same time vegan products are still
dealing with minority and the question is raised that how beauty industry is growing and dealing
with consumer attitudes. Health consciousness is increasing day by day and this is denoted as the
major reason that why significance of people towards beauty products are increasing. A buyer is
motivated to buy something if the same product or service is aligned with understanding their

needs and demands. In this manner decision making activities are performed by an individual
and alignment can be performed as in relation to providing direction to vegan products. Health
consciousness and environmental consciousness are the major two factors by which purchase
intention of customers are impacted so in this report various concepts and issues along with
advantages of vegan products are enlightened through which decision making process of
customers takes place.
LITERATURE REVIEW
Planing of research
There are three major aspects which are undertaken in order to carry out this literature review
such as:
 The concept of vegan cosmetic product
 Present trend of vegan product in the UK
 Issues of the vegan products along with their advantages
For identifying authentic literature review I analysed all those sources which are written by
writers and authenticated by some publications. As in order to provide authentication over such
articles I took articles from famous author in order to take out clear and reliable data for writing
in literature review.
Theoretical review
The concept of vegan cosmetic product
According to Choi and Lee (2021), A product is vegan when does not include any animal
ingredients or animal derived ingredients. It is consisting of but is not limited to honey, bassbox,
collagen, lanolin, carmine and many others. Vegan cosmetics have proven to be better for those
who have sensitive skin due to they are agitated of fewer ingredients than some non vegan
cosmetics. Additionally, extra ingredient can enhance the possibility of developing a rash, acne,
dry skin and so on. As per the Sarah Villafranco, MD, Doctor and founder of Osma Organics,
Vegan beauty means that products are making with zero animal based ingredients inside it. The
meaning of Vegan is product does not use animal derived ingredients and it should mean that the
item has not been tested on animals (Wrenn, 2019). Such as, Sugar for example, is sometimes
prepared using charred bone that would render that ingredient non vegan. When people really
want to true vegan life style so they are deciding to do not spend money on non vegan products

and use only vegan products. It mean they do not eat honey, wear leather or wool or use
beeswax. For those who select veganism in context of ethical environment purpose and they able
to trust the labels on their beauty products. When people prefer to use vegan products so increase
possibilities to neglect animal products in their beauty routine too. All things are depending on
the consumer ethics and distinction is becoming more and more in demand as education
surrounding beauty products grows. When a beauty products are marked as vegan so it means the
same thing a vegan diet does. According to this label consumer understands that product does not
contain any animal or its by products in it. Therefore, this does not mean it is not including any
chemicals and also do not apply on animals for testing procedure. In vegan products consist of
The Nature's co. and plum goodness (Karcz and Królak-Olejnik, 2020).
Present trend of vegan product in the UK
According to Butler (2019), In the market of UK adoption of vegan products are
increasing as these products are helpful in attaining environment sustainability. Over the past 5
years more than 175% increment is seen in context of adoption of vegan brand. When in market
new players get their entry then brand image of previously existed brand may decrease and in
order to stay adhere to recent trend this is imperative that business get initiation in respect of
understanding consumer demands. The market of global cosmetics is projected to reach USD
20.8 billion by 2025 which is increasing the trend of vegan cosmetics in global market. Rapid
change in global market is influencing market as in current time consumers are not inclined
towards products those are producing cruelty. Besides this E-commerce websites are
continuously providing awareness in the market as in respect of vegan products which is
advantageous for environment friendly business practices. In the recent study this is being
analysed that choices within vegan cosmetic products are continuously increasing due to which
new product are launched by such organisation in regular manner. Skin care products are
dominated by market and in this manner consumer preference is being provided with high ease
to access diversified product portfolio. There are various factors through which demands and
trend of vegan products within cosmetic get increased and some of them are enlightened as
under:
Social surrounding: In context of cosmetic product attitude and preferences of customers are
playing significant role in order to facilitate various actions within business. Consumers are
willing to have such products by which their needs can be satisfied. Word of mouth is the major

strategy which can be used by businesses when they are putting efforts in order to lead to some
favourable outcomes. By mouth to mouth real views can be collected by customers and this
would lead them to gain knowledge regarding usage of vegan product.
Marketing and media techniques: Marketing communication mix is regarded as one of
significant tool in which businesses can deal with competitive market in effective manner. In
recent trends businesses are using prominent marketing techniques so that to get appropriate
reach over market.
Issues of the vegan products along with their advantages
According to Cheng A (2019), vegan products are defined as the products in which zero
negative impact is given to people health and environment as well. There are various celebrities
are endorsed with these brands in order to provide appropriate market presence and reach of
customers. The major issue associated with Vegan cosmetic products are that they are costly due
to which can't be afforded by each and every class of people. As in terms of advantages vegan
products are not providing any harm to the atmosphere and health of user as well. Besides this no
harm to any sort of animal is given during manufacturing of vegan products due to which various
environment problems related to soil and water can be minimised. When a person is having
allergy prone skin then this is beneficial for them that they use skin friendly and vegan products
over their skin. Vegan cosmetics do not give any harm to skin of use due to which various
reactions over the skin can be minimised by user.
In current time customers are highly conscious regarding adopting vegan products as they
firstly ensure that these are providing appropriate health benefits or not. For example when a
product is assuring that it contains keratin which is good for hairs then before buying the same,
customer test each and every aspect so that possible buying decision can be made by them. The
major problem associated with vegan products is that these are very costly due to which this is
not affordable by each and every people. In current scenario customers are knowing regarding
what is going on with product so by understanding the concept of vegan products this is
imperative that impacts will also be understood by customers. There has been approach called
vegan approach in which by product are developed. This is seen that various aspects in which
testing over environment is provided so that lesser harm is given to people and business.
According to Abedin and et. al., (2020), This is being analysed that there are numerous
factors which are being considered by businesses those are creating future disadvantages and

these may emerge as issues. These issues are restricting the ways for vegan products. This is not
defined as an absolute novelty in which brands are facing difficulties in managing such images
that are related with continuous growth. Consumers are aware that they are the pillars and when
a business is willing to enhance quality within their cosmetic products then this is necessary that
self care priorities are set so that more public can be attracted. The challenge is not associated
with developing vegan products rather this is connected with developing image at social media.
As there are so many brand which are associated with manufacturing vegan products so market
is having intense competition and this is very difficult for every business to deal with. In order to
mitigate the same various actions are taken by businesses such as initiating social media
campaigns. Vegan cosmetic means absence of any animal ingredient and no addition of cruelty
elements. So this could be helpful that significant programs are launched by businesses so that
use can use their household products as in vegan terms. The production process of vegan
products are very complicated as firstly mining and cleansing of various raw materials are to be
undertaken so this makes the whole process full of complications.
Integrative review
The concept of vegan cosmetic product
According to Le (2019), Cosmetic regulation is the major regulatory framework for
cosmetic products which is associated with cosmetic products in European market. These
regulations are affecting all the manufacturers of cosmetic products and all the suppliers in which
businesses are bound to use such ingredient which are permitted within cosmetic products. The
EU cosmetic directive was initiated in the year of January 2003 and in 2013 the directive was
modified.
According to Phua, Jin and Kim (2020), Registration, Evaluation and Restriction of
Chemicals (REACH) is the most strict law in which boundations are imposed with central
authority and by meeting all these laws permission will be given to that particular organisation in
order to sell cosmetic products. When more than one natural ingredient is used within cosmetic
product then registration is required in EU unless and until this is not associated with exemption.
Being a supplier registration process can be initiated by them only so that supplier protection can
be received by them. Registration cost for REACH is costly and this way labelling and
packaging cost get increased. While making claims this is imperative that these information are

creating support for the organisation. As in Europe petroleum jelly is banned due to which this is
necessary that this ingredient should not be used within cosmetic products.
According to Seelig, and et. al., (2019), There is lot of confusing jargon around vegan
beauty and assume with different people that they are one and the same. In simple words, Vegan
beauty refers the absence of animal ingredients and these items may be tested on an animal and a
cruelty-free item to consist of animal ingredient. The biggest advantage of vegan beauty
movement is that it is pushing clients to analysis of ingredients. Along with people are starting to
question and research about purchasing and think about empowering as per the Ms. Piasecka
said. All sings presents that industry is working in regard of vegan beauty products and analysis
which type of products are testing on animal. Ms Guillermo said. “The future of the beauty
industry in Vegan and not animal tested”. Not each organisation has realized that but lot of them
have and those are ones that are going to get ahead and stay in organisation. Along with
discussion with enable of them to determine that this is, without question, the trend. As per the
UK charity WAP, the UK currently manufactures 10.2 million tonnes of food waste a year on the
other side 4.4% of the world's carbon emission is bring forth from food waste (Borges, and et.al.,
2020).
According to Hill (2018), Three year old UK vegan cosmetics brand FRUU to set up the
world'sfirst lip balms made from surplus fruit. The range introduced in over 800 Holland
&Barrett stores last month with FRUU hoping to strike a chord with “eco-conscious millennials”
in reference. The Vegan products are good for health because it is chemical free. Thus, it is
helping in skin care induced health problem like rashes or skin cancer. Along with they only
contain natural ingredients, vegan beauty products often have a lesser ingredient list. In the
beauty and cosmetic arena, vegan skin care items are famous and popular choice among
consumers (Kumar, S. S. and et.al., P., 2020). When you have always required to go vegan but
don't have the heart to resist that juicy steak after that garb opportunity. After some time
probably check out immense advantages of vegan products that require to extend them to other
areas of life. There is identifying different benefits of Vegan products such as:
According to Ullah, Santos and Khan (2016), Only cosmetic products for which legal
association is designated within EU and this is the primal responsibility of market that upkeep of
natural ingredient to be made. Europe is known as market leader in terms of cosmetics and
dominantly leading the market. In terms of innovation this sector is providing high employment

in Europe due to which major concern of this sector is to render high market access and
international trade as well. The European commission is also associated with cosmetic
stakeholder at national and international level. Irrespective of manufacturing process for
cosmetic products channels of distribution are also playing significant role and in this the major
issue is to provide safety measures to products and customers as well. Implication of political
policies over businesses is high due to initiation of Brexit decision and in this manner negotiation
is possible for extension of terms and conditions. On January 2021, decision for Brexit was
declared and this is being recognised that membership for new European referendum can be
organised when British labour party wins elections. This is observed that most of the
organisations are not ready to face the repercussions as differentiated actions are to be taken and
in this aspect labelling and packaging will have to be changed as in current time EU and UK are
separated so in this case additional amount over packaging and labelling will have to be invested
by companies. When products are manufactured in EU then made in EU is required to be written
over the products.
Present trend of vegan product in the UK
According to Figueiredo (2018), Veganism is becoming major stream within cosmetic
industry through which sustainability can be attained by brands. With the help of internet modern
consumers are spreading awareness regarding shifting of their behaviour and this could lead in
providing appropriate significance within market. Veganism is dealing with upward trend due to
which positive impact is given to uprising of environment factors. This is the major reason that
vegan cosmetic products are reaching to higher market size and this may lead in developing
stronger market image along with prominent purchase decision as well.
According to Girot and Kopf (2018), In current time inclination of customers is
increasing for becoming ethical and minimise the use of those products which are impacting
environment in negative manner. As according to the study of vegan society people those are
adopting vegan lifestyle has reached out to 350% only in UK which is a trend showing that
consumer behaviour is totally preferable for vegan cosmetics. For skincare as the customer are
getting high awareness as in respect of using ethical and environment friendly products which is
giving rise to vegan beauty products. These products are impacting purchase behaviour of an
individual and in this manner purchase products of customers are set in a way that usage of
animal derived products can be minimised. Vegan beauty products are free from any animal

derived ingredient including beeswax and carmine. In the context of UK sales of vegan products
have increased to 38% and for google trend search for vegan beauty which is reaching at upward
trend. Rise in vegan products has given chance for new and innovative brands to grow in market
in appropriate manner. In this manner there are various brands those are growing in market in
tremendous manner due to introduction of vegan products in cosmetics. A key player of vegan
cosmetics within market is The Body Shop which is associated with selling of various vegan
products. The company is producing 80% of their products from vegan ingredients. As this will
be helpful for various vegan companies to gain market edge and to sustain in the market as well.
This is clear that future of beauty is vegan so the trend of vegan cosmetics is not temporary this
will go beyond boundaries. The industry of cosmetics are transforming in which market demand
is also increasing. There are various controversies which are being seen in recent years and this
is the major reason that customers are shifting towards vegan products. The future for vegan
industry is high as customer in current time are prone towards spending more in order to buy
appropriate products for their skin. For staying in the business this is imperative for cosmetic
business that they inhale such practices by which appropriateness within cosmetic products can
be introduced.
According to Jääskeläine (2020), For staying in the business this is imperative that they
use such practices in order to analyse market condition and to instigate such practices by which
vegan products can be highlighted in significant manner. This is a proven fact that vegan
cosmetics are the major aspect in which businesses can grow and cover large amount of
customers at once. These trends are giving opportunities to various business for gaining growth
and sustainability so that they can grow and attain higher prominence as well. Vegan products
are denoted by some symbol in which appropriate chances are given for the company to deal
with markets and market rivalries. These are the aspects on which working for vegan cosmetics
are dependent. Besides this consumer demand is the another term in which significance is being
provided in respect of gaining advantage within market and rivals as well. Demand is defined as
the major aspect in which a business may grow and develop in such a way that all the findings
within market analysis can be met and align with business objectives as well. In the context of
vegan products this is significant that there are various brands those are providing
acknowledgement and significance in relation to market demand and in this case for customers

addition of value proposition is a primal aspect in order to attract people and huge customers in
proper manner.
Issues of the vegan products along with their advantages
There are numerous brand who are associated with such processes which are linked with
differential hashtags such as CleantoPlanet. These are the movements which are initiated in order
to gain prominent business insight. Significantly numerous packaging challenges are also being
faced by businesses those are engaged in manufacturing vegan cosmetics as they need to invest
huge in packaging in order to maintain sustainability. In order to use recyclable material this is
imperative that businesses use such practices in which in house recycle options can be initiated.
This would increase the overall cost for the product but minimise negative impact to the
environment. In this aspect combined information is required to be transferred so that added
value to customers can be provided. Besides this transparent supply chain is another term which
is helping the business to minimise collaborative efforts. The ultimate objective of vegan
products is to provide such obligations by which brand awareness within market. In market there
are varied influencers such as micro and macro these are providing appropriate engagement to
the business in respect of giving reasonable concern to the business.
According to DeAngelis (2019), In the respect of issues another issue is associated with
managing customer demand as in vegan products people are dealing with specific needs and
preference. This is the biggest challenge faced by businesses as in this scenario is that needs of
customers are dynamic due to which this becomes difficult for businesses to align these
objectives with business goals. For vegan products this is imperative that they provide free
sample testing to people so that customers can be attracted and provide appropriate insight.
These are offering such options in which separate identification is rendered in supporting way.
The power of influencing is helpful in creating linkage between real challenges and managing
such aspects which may be linked with campaign objectives. Social teams are providing such
aspects in which prominent lifestyle is given to people and in this manner they can flourish and
sustain within market. Vegan cosmetics are defined as one of the most trending boom which is
providing significant benefits to people in respect of minimising negative impacts over health
and physical fitness.
In current scenario businesses are managing such practices by which they can serve
society in order to up-bring society and to manage such aspect in which brand awareness can be

created as well. On the other hand another issue is linked with managing transparency and in
order to develop such practices by which a business can come up with brand awareness and
transparency, this could be imperative that sustainable goals are created so that position within
market can be created. This is the major reason that packaging is playing primal role in dealing
with such aspects in which followers of a brand can acquire sustainability along with market
prominence as well. For mitigating various challenges cosmetic brand can make partnership with
influencers so that to raise awareness and to minimise challenges within the organisation. This is
being analysed that in order to prepare vegetarian products complicated process so these could be
aligned with such discrepancies in which decision making power within business can be tackled.
According to Tague (2019), Vegan skincare products are products which are made from
ingredients that are derived from plants. Vegan skincare products help the environment to be in a
better state and also helps the individuals to take better care of their skin and body health. Vegan
skincare further ensures no harm to the skin as it is developed from natural ingredients with
extensive skincare properties. Vegan skincare market has shown a steady rate of growth in the
past years due to a change in the consumer tread. Consumers are nowadays aware about the
environment and their surroundings. Vegan skincare has no relation with vegan diet, people who
are not even vegan also are interested in vegan skincare products because of the benefits it
provide.
Synthesize the literatures
The concept of vegan cosmetic product
According to Borges and Paananen (2020), Article 20 of UK cosmetic regulation and Article 20
of EU cosmetic product regulation is giving requirement for cosmetic claims and in this manner
cosmetic claims requirements are required to be fulfilled in such a manner that as according to
characteristic and configuration impact can be rendered. Furthermore all the cosmetic claims are
required to be aligned with setting of criteria of cosmetic claims. There are six major criteria in
which claims can be made and breaching of any one of them will lead in taking legal actions.
The six components are:
 legal compliance
 truthfulness
 evidential support
 honesty