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More Beauty Shoppers Want Cruelty-Free Products

Posted by Andrea Welzien on Tuesday, September 3rd, 2019

A selling point that is sometimes overlooked by beauty brands is a cruelty-free manufacturing process. This means that the products are not tested on animals. A nationwide survey of 1,300 women found that more than 75% said it was “extremely important” or “somewhat important” that the products they buy are not tested on animals. This was the 2nd most important factor in purchasing decisions; cost of course being number one.

The survey, conducted by Vitacost, polled 1,266 women, aged 18-60+. Almost a third of women purchase cosmetics every 1-2 months. About three quarters of these women would buy a product labeled “cruelty-free” over the competing product if price and quality remained the same. 45% said that animal rights were “extremely important” to them, and 41% said they were “somewhat important”. 36.7% of those surveyed said that most or ALL of the beauty products they own are cruelty-free.

Here’s a look at just a few of the popular drugstore beauty brands that are cruelty-free.

One of the more recent in the news; CoverGirl decided to make the leap and is now officially certified that all of their products are not tested on animals. This was huge news for drugstore beauty fans who have been loyal to CoverGirl but also want to support cruelty-free brands.

Another great affordable cosmetic brand that saves animals from harm is Milani. With a wide range of Face, Eye, Lip and Nail cosmetics, they have a huge selection of cruelty-free makeup.

Love Beauty & Planet
From shampoo & conditioner to body wash, lotion & bath bombs, Love Beauty & Planet is a great go-to for cruelty free hair and skincare products. Bonus, many of their products are also vegan!

This newer but well-loved drugstore brand made the commitment to go cruelty-free. Some of our favorites are the Sweet Cheeks Blush and the Lip Lingerie Push Up Lipstick.

These are only a few of the many drugstore brands that have committed to going cruelty-free. Others include Ardell, Hask, Physicians Formula, e.l.f., EcoTools and more. Hopefully brands will see how important a cruelty-free manufacturing process is to consumers, and more companies will take the leap!

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The Success of e.l.f. Cosmetics

Posted by Andrea Welzien on Wednesday, July 24th, 2019

The launch of the company e.l.f. (short for EyesLipsFace) in 2004 was fast, and shoppers instantly fell in love with the brand’s quality products at affordable prices. Founders Joseph Shamah and Scott-Vincent Borba met at a party while Shamah was a business student, and Borba was experienced in the beauty industry having launched Hard Candy cosmetics. The idea for the company originated from the duo seeing women driving high-end cars, out buying cosmetics at dollar stores in L.A. Only a few days after coming up with the idea, they sat down to brainstorm, and within months they had a full business plan in place.

The cruelty-free cosmetic company—based in Oakland, California—started out with just 13 products. Items started selling at bargain price points of $1, $3 and $6 and eager shoppers of all ages flocked to shelves to pick up the makeup. Not soon after the launch of e.l.f., the company expanded to include more than 300 products ranging from skincare to mineral-based makeup, beauty tools and more. e.l.f. first launched in regional drugstores as well as Kmart, Walmart, Dollar General and a few Target stores. In 2011, a huge expansion brought them into the majority of Target stores across the country. Now available in 18 countries, their customer demographic spans a wide range, from teens all the way up to women in their 40’s and 50’s.

Marketing strategies have played a large role in the success of e.l.f. In 2007, they launched a beauty blog on their website offering advice and celebrity appearances. Not long after, the amount of time users spent on their website tripled, and online sales from their site quickly made up over half of their total sales! Using social media marketing, they’ve built up a loyal fan base, and have over 2 million website members.

The founders of e.l.f. cared not only about starting a business and becoming successful, but about giving back as well. Only a couple months after the brand launched, they decided to donate 20% of all proceeds from their popular “Shimmering Facial Whip” to Win Against Breast Cancer’s research and facilities. All e.l.f. products are cruelty-free; the brand prides itself on supporting PETA and never testing on animals. In 2011 they helped fund relief efforts for the Tōhoku earthquake and tsunami disaster off the coast of Japan.

Then in 2011, TPG Growth bought a majority stake of the company, and Shamah and Borba parted ways. The company still continues their devotion to creating innovative high-quality products at prices that are affordable for everyone.

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Love for Animals, Tattoos and Beauty

Posted by Andrea Welzien on Monday, July 1st, 2019

It all started in a small town in Mexico called Montemorelos. Growing up there, Katherine Von Drachenberg (Kat Von D for short) still prides herself on her heritage. She loved art growing up, and was always drawing throughout her childhood. After getting her first tattoo when she was just 14, Kat knew she wanted to be a tattoo artist. She began pursuing her dream, and eventually starred in her own show, LA Ink, about her famous tattoo shop, High Voltage.

Kat’s interest in beauty started as a teenager, when she realized she had an obsession with bold red lipsticks and the darkest black eyeliners. Although she had never thought about starting her own makeup line, she was approached by Sephora and was ecstatic when offered the chance to create her own cosmetics. Launching exclusively at Sephora in 2008, she created bold lipsticks, smudge-proof eyeliners, dreamy eyeshadow palettes and lush brushes. Some of the first shades she created are still best-sellers today, including the iconic Underage Red Lipstick.

As an animal activist and vegan, Kat has had a huge influence through her makeup line. All of her products are 100% vegan and cruelty free. That means never testing on animals, and never made of any animal-derived ingredients. She is involved heavily in the processes of selecting alternative ingredients for her formulas that don’t sacrifice color or quality. Creative as she is, Kat of course personally tests out the formulas but she also names the shades, has a hand in the packaging design and even works on the layouts for the signage at Sephora.

Kat is an inspiration to young women, and her passion for creativity, beauty and kindness to animals shines through her brand. Her journey shows that with hard work and passion for your dream, you can achieve anything. We can’t wait to see what innovative product she comes up with next!

Kat Von D Portrait Photo Credit: Mariano Vivanco CC BY-SA 3.0, via Wikimedia Commons

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It All Began With a Bar of Soap: The History of Neutrogena

Posted by Andrea Welzien on Monday, June 10th, 2019

Neutrogena’s long history all started when Emanuel Stolaroff began a beauty supply company called Natone in the 1930’s. He specialized in supplying his beauty products to the film industry in the U.S. During a business trip in 1954, he was impressed to find a soap made by a Belgian chemist that left no residue on skin after rinsing. Awestruck that the soap allowed skin to return to it’s normal pH only eleven minutes after washing (just one minute longer than water!), he knew he had to bring the formula to the United States.

He branded the soap as Neutrogena, and emphasized the transparency of the glycerin. Shortly after Neutrogena soap was created, Lloyd Cotsen joined the Stolaroff family when he married Emanuel Stolaroff’s daughter. A few years later, he started working for his father-in-law, and he quickly began to play a huge role in sales and marketing for the company. Cotsen’s marketing strategies lead the soap to such an important part of Natone’s sales, that in 1962 they changed the company’s name to Neutrogena. Cotsen became the president in 1967, the same year they reached $3 million in sales with the majority coming from the glycerin soap.

The marketing strategies behind Neutrogena gave them a big advantage. Cotsen’s motto of “I’m not that smart, and I don’t like competition” influenced him to keep Neutrogena soap priced midway between the most basic drugstore soaps and higher end cleansers like Clinique. The company’s sales really began to skyrocket with the implementation of Cotsen’s strategy to focus on developing relationships with Dermatologists and luxury hotels. He had samples of the soap left in dermatologists’ offices and distributed to luxury hotel rooms, making sure that the name Neutrogena was branded into each bar of soap.

By the 1970’s Neutrogena began to expand their product line, promoting teen acne products, and by 1980 they entered the haircare market. In 1982, Lloyd Cotsen was named chief executive of the company, unfortunately just two years before Emanuel Stolaroff passed away. Still to this day, Neutrogena is recognizable as a trusted brand for skincare concerns. Currently, the brand’s products are manufactured and marketed in over 70 countries! Advertised as the #1 dermatologist recommended brand, Neutrogena declares that “Beauty begins with healthy skin”, and loyal customers appreciate the research and science behind their products.

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Drew Barrymore’s Vision: Women’s Empowerment

Posted by Andrea Welzien on Thursday, May 9th, 2019

Growing up in a makeup chair, Barrymore saw the extreme transformation that women went through when they’d have their hair and makeup professionally done. Not only visually, but their whole demeanor would change – they gained a confidence that really left an impression on her. Throughout her career she’s worked with the industry’s top makeup artists and gained an immense education in beauty.

After her contract with CoverGirl ended, she wanted to take a break from acting to spend more time with her kids and family. Realizing she loved working in the lab and creating beauty product formulations, Flower Beauty was born. Barrymore’s mission is one of empowerment: that women deserve the highest quality cosmetics at an affordable price. From their prestige formulas to innovative packaging, Flower Beauty is helping women to embrace their individual beauty. Not only that, but all of their products are cruelty free, so women can be confident they are supporting a brand that has high standards and moral values.

Barrymore has come a long way from the makeup chair she grew up sitting in. Now an actress, mom, entrepreneur, producer and author, she is truly an inspiration to women everywhere.

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