THE WHAT? The Body Shop has announced that it has become the first global beauty brand to achieve 100 percent vegan product formulations across all ranges.

THE DETAILS The brand is promoting its achievement with a tongue-in-cheek campaign timed to coincide with Veganuary that embraces the most common reaction to discussions about veganism; the eyeroll.

THE WHY? The ethical beauty brand set itself a target to become wholly vegan in 2021, when 60 percent of its products carried the Vegan Society mark and expects the market for vegan beauty products to grow at a 6.31 percent CAGR over the next five years.

Ian Bickley, Chief Executive Officer, The Body Shop says: “We did it! Every single product formulation from The Body Shop is now certified by The Vegan Society. We know that vegan beauty matters to millions of people around the world, and we’ve worked tirelessly to achieve this huge milestone. We were the first beauty company to fight against animal testing in cosmetics.  We were the first major global beauty brand to use cruelty-free musk in our fragrances.  We have now achieved another global first.”