Marks & Spencer has forayed in the vegan beauty market with a new affordable vegan cruelty-free skincare line.

The British multinational retailer has now unveiled its own line of vegan and cruelty-free skincare called Pure Beauty Cosmetics after introducing several vegan friendly food products and footwear last year.

M & S describes the range to be “Cruelty-free and 100% vegan”, with the formulas containing “95% of Pure ingredients derived from the natural world,” so that “you can align your skincare routine with your values.”

The range is suitable for all skin types including sensitive skin since it’s free from artificial colours and fragrance.

Products of the range are priced from £5 to £10 and customers can choose from 18 products, which include day and night cream, radiance serum, micellar cleansing oil, glycolic toner, cleanser, and more available in stores and online.

Introducing the new range, Dulcie Emerson, M&S deputy fashion and beauty editor, said: “Made in the UK (for fewer air miles), using ethically and sustainably sourced ingredients and easy-to-recycle packaging, the collection has recently received a makeover to galvanise its shelfie-worthy status. But it doesn’t just look good: the formulations pack a punch too.”

Vegan beauty brands

With the awareness of the negative impacts of animal-derived products on health, environment and planet increasing, demand for eco-friendly, cruelty-free and naturally derived products has increased. Analysts studying the trend have estimated a Compound annual growth rate of 6% between 2019-2023.

This opportunity of growth has led many beauty giants to launch their own vegan and cruelty free lines. Key players looking to capture the vegan cosmetics market include Debenhams Plc, e.l.f. Beauty, Estée Lauder, L’Oréal, Lush Cosmetics, and Natura and Co.

Last month, New York City based Milk Makeup launched its first vegan moisturizer using hydrating plants that thrive in extreme climates.

• Read: Accessorize launches affordable vegan bag collection

Which is your favourite vegan cosmetic brand? Share your thoughts in the comments below!