Until recently, though, a missing part of the conversation has been Indigenous voices. What will be the next stage in the Canadian beauty industry’s evolution? Female voices now dominate-all but one of the brands here (Deciem) was founded or co-founded by a woman. It’s undoubtedly been the most influential and disruptive force in beauty of the past five years, sparking the so-called skintellectual trend. The brand is part-owned by Estée Lauder and has more than 30 stores around the world. Deciem’s straight-talking and Truaxe’s personal engagement with customers resonated with skeptical millennials. In 2013, the late Brandon Truaxe took transparency to a new level when he founded Deciem, which sought to strip skin care down to its simplest elements, using high concentrations of medical-grade ingredients and educating customers about them. “We can provide a certain authenticity when it comes to ingredients and technology.” Then there’s transparency, clarity, and simplicity, characteristics that have meant Canadian brands are perfectly poised to take advantage of the obsession with “ clean” beauty. “ has a lot to do with the natural landscape of the country,” says Alison Crumblehulme, president of Guelph-based beauty brand Veriphy. We’re ahead of the game when it comes to natural ingredients-the majority of brands launching here are botanical-based, a nod to Canadians’ love of the great outdoors. Over the decades, the rest of the world has caught up, and now everyone wants what we’ve got. Inclusive and socially conscious, it was the embodiment of the cliché about Canadian “niceness”-it was woke, back when that was just a word for the thing you did before breakfast. If you're unfamiliar with the animal-friendly beauty market and don't know where to begin - or if you're simply looking for new cruelty-free makeup brands to shop - we've got you covered with this list.Thirty-five years ago, M.A.C created the blueprint for a Canadian beauty brand. What's more, you have both drugstore and prestige products to choose from, so whether you're on a budget or big into splurging, there's a whole slew of excellent cruelty-free picks that will meet your makeup, skin-care, and hair-care goals. Many of the options come shelfie-ready, with uncompromised formulas suited for folks with all different beauty needs. Luckily, for us consumers, the cruelty-free beauty selection just keeps growing. "This is not to be confused with 'vegan' which means the product does not contain any animal by-products." For chemists specifically, Lam-Phaure says that each ingredient needs to be accompanied by some sort of documentation that confirms the no-animal-testing component - in order to be certified as "cruelty-free." "In the world of cosmetics, 'cruelty-free' generally means that products were developed without any testing performed on animals," she explains. So, what exactly does "cruelty-free" mean in this day and age? Laura Lam-Phaure, a cosmetic chemist based in Los Angeles, breaks it down for us. It's finally becoming the standard, thanks to more people migrating to vegan and plant-based lifestyles and, thereby, demanding animal-friendly options in their beauty products, too. In fact, finding products that haven't been tested on our furry friends has never been easier, with both indie and big-name brands like CoverGirl, Milk Makeup, Hourglass, and more all pledging the cruelty-free promise. Attention, animal lovers: Your options for cruelty-free makeup brands in the beauty space have grown considerably in the past decade.
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