Yup, you read that right! Cult beauty favourite Mecca has announced that its in-house makeup brand is now 100% vegan.
“We heard you Beauty Junkies”, a post on Instagram revealed. “We’ve reviewed the entire [Mecca Max] range to remove all animal-derived ingredients, and of course, it’s still cruelty-free!”
Plus if that wasn’t enough excitement, one lucky shopper will win the entire Mecca Max range (valued at $4 500), simply by submitting a photo with their pet online.
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@lozcurtis' perfect pooch Mia just heard that our very own beauty brand #MECCAMAX is now 100% VEGAN! 🐶 And to celebrate, we're giving away the entire collection (worth over $4,500) to one lucky #MECCABeautyJunkie! All you have to do is snap a selfie with your pet and tag #MECCAMAX! 🐱🐕🐰🐀🐦
According to Jacob Stanley, Head of Education at Mecca Brands, the distinction between vegan and cruelty-free is an important nuance for shoppers:
“We use the term ‘cruelty-free’ to classify brands, as it refers to the fact that the brand does not test their products on animals,” Mr Stanley said.
“The term ‘vegan’ on the other hand is used to classify products that contain no animal by-products or animal-derived ingredients such as beeswax or lanolin.”
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STOP EVERYTHING! Our very own beauty brand #MECCAMAX is now 100% VEGAN! 🐶❤️ We heard you Beauty Junkies … And we've reviewed the ENTIRE range to remove all animal-derived ingredients, and of course, it's still cruelty-free! Tag your besties who need to see this. 🙌🏼 #MECCABeautyJunkie
The demand for vegan and cruelty-free beauty products is growing, with shoppers eager to support brands that align with their personal values.
As Vogue reports, “More and more brands are… opting to perfect the formulas of their mainstay must-haves [to be] free from animal by-products”.
Mecca currently maintains an online list of Mindful Beauty brands available in-store, including much-loved products from Frank Body, Too Faced and Urban Decay.
Following this latest news, Aussie shoppers have taken to Instagram to express their delight that Mecca Max is now 100% vegan:
I’m so proud of your company for taking such a massive step and achievement in the beauty industry
I am so, SO happy that you’re compassionate. Thank you so, SO much!
Vegan and no animal testing is really brilliant! Have you addressed palm oil use? Palm oil is devastating the environment, resulting in the orangutans and other species under serious threat as a result.
Thank you so much! The animals thank you too 🙂
Now I need some of your makeup in my life!
What’s your favourite vegan-friendly beauty brand? What’s your makeup must-have? Tell us in the comments below:
Cover image via Shutterstock