In a stride towards ethical beauty, The Body Shop emerges as the first global beauty brand to achieve 100% vegan product formulation. This accomplishment spans across all categories, including skincare, body care, hair care, make-up, and fragrance, officially certified by The Vegan Society. Surpassing its 2021 target, the brand proudly announces that 60% of its product range now carries The Vegan Society trademark.

To celebrate this achievement, The Body Shop launches the 'Not Yes! Another Vegan' campaign, in line with the spirit of Veganuary. Recognising the anticipated eye rolls often associated with the term "vegan," the campaign adopts a lighthearted approach to acknowledge the sentiments surrounding this movement.

Ian Bickley, Chief Executive Officer of The Body Shop, expressed his excitement, stating, "We did it! Every 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."

The Body Shop, with a legacy of ethical practices, has a history of being at the forefront of progressive beauty movements. The brand was the first to fight against animal testing in cosmetics and use cruelty-free musk in its fragrances. With this latest achievement, The Body Shop solidifies its position as a global leader in cruelty-free beauty.

The brand, having campaigned against animal testing in cosmetics since 1989, views a fully vegan product range as the next milestone in the pursuit of cruelty-free beauty. This move also responds to the growing demand for vegan beauty products, aligning with projections of a 6.31% annual growth in the $24 billion vegan cosmetics industry by 2028.

Chantelle Adkins, Director of Business Development at The Vegan Society, extended congratulations, stating, "We hope that this significant step sets a global standard for other beauty brands to follow and inspires further change to reduce animal use and exploitation across the industry."

Embracing the anticipated eye-rolling reaction associated with the term "vegan" as a playful element, The Body Shop's marketing campaign taps into the resurgence of the renaissance trend on social media, creating a powerful narrative around its commitment to cruelty-free and vegan beauty.