Where Does LUV Stand on Veganism?

LUV + CO. Writing Team

LUV + CO. Editorial Assistant
By: Mariah McCauley

The vegan lifestyle has gotten much recognition in recent years. Veganism, which is a lifestyle defined by avoiding all animal products in order to eliminate animal exploitation and cruelty, has usually been associated with the food industry and one's dietary choices. However, it has now penetrated the beauty, wellness, and fashion industries too. Beauty brands especially, are now the face of veganism as consumers have become more conscious of the ingredients in their makeup and skincare and demand products that are formulated without animal byproducts or testing. Brands are now leading with claims of “vegan” and “cruelty-free” within marketing campaigns and on their websites and product labels.


On the surface, it seems that this change is a great thing. However, many of these claims are empty and misleading or “bunny washing” at best, which leaves consumers feeling confused and untrusting. It’s important to note that the terms “vegan” and “cruelty free” are two different things with the latter meaning that products are not tested on animals. In the Beauty Independent article “What Happens When A Beauty Brand Claims A Product Is Vegan That’s Really Not?”, the author notes that brands mistakenly use these terms interchangeably. Just because a product is cruelty-free does not make it vegan and vice versa. Although for most vegans, it is important that their products are both.


LUV is proud to be a PETA business partner as all of our products are certified cruelty free. Select products are also vegan which include:


melanin match foundation

mineral pigments

brow pomade

gel eyeliner

vegan make-up brushes


Products that are not vegan, such as our lip gloss and lipstick do include beeswax. Although we respect veganism and incorporate into our products whenever possible, our main goal is to provide products that are toxin free. We wish to provide beauty that is pregnancy-safe and that does not lead to negative health effects. Our lip gloss and lipstick are also dye-free, an uncommon claim in the beauty industry, but we feel it is important as artificial dyes have been linked to autism, ADHD and other illnesses.  If you have any questions about our products send us an email to

Older Post Newer Post

Leave a Comment

Please note, comments must be approved before they are published