Vegan fashion and beauty products play starring role in record-breaking Veganuary campaign

Air & Grace Veganuary

Veganuary 2021 has kicked off shining a brighter spotlight than ever before on vegan fashion and beauty brands, as record numbers of consumers take on the challenge and start the new year with positive change.

More than 500,000 people have already signed-up for the 31-day vegan challenge – surpassing 2020’s total of 400,000, with one new person signing up every three seconds.

British footwear brand Air & Grace has expanded its vegan collection for Veganuary 2021, with all styles made entirely from animal free materials.

Available now, the handmade Roxy Leopard Print Platforms are priced at £159.

The brand’s Cru Signature White & Multi Animal Trainers, which were originally made as a limited-edition design for Air & Grace’s Repurpose Capsule Collection in November, are also back by popular demand.

Founder Claire Burrows said: “The response we received from the launch of our first ever vegan collection last year was so positive it was an easy decision to expand the range with two additional styles.  

“With veganism becoming much of a normality in our modern lifestyles, we wanted to continue providing women with an offering that continues to meet consumer needs whilst combining a unique blend of considered comfort, quality and style.”

The major supermarket multiples and health and beauty retailers also putting their weight behind Veganuary with a raft of promotional activity across vegan lines including skin and haircare.

Morrisons, which has created a dedicated Veganuary shopping page on its website, has slashed the price of a number of mainstream vegan beauty products including Original Source shower gels and Garnier Ultimate Blends.

Superdrug meanwhile, is promoting its range of more than 1,000 own brand vegan beauty products with a raft of deals and vegan make up hints and tips online and on its social channels.

Independent vegan brands such as Upcircle Beauty are also running online promotional campaigns in support of the movement.

Veganuary international head of communications Toni Vernelli said: “2020 brought much hardship and heartbreak, but it has also given us an opportunity to change and build a better future.

“Veganuary offers people a way to take positive action to protect our health and our planet, as well as help prevent future pandemics. The huge response we’ve had this year shows it’s exactly what many people need right now.”