THE IN-TRAY

MECCA MAX goes wild about vegan

MECCA MAX GOES 100% VEGAN ON THEIR FIRST BIRTHDAY.

Cue the cuteness overload. Our very own MECCA MAX has gone vegan and we want everyone to know—especially our very own furry friends. While cruelty-free has been the deal from day one, a few MECCA MAX products (15 out of 206) weren’t yet vegan. Knowing that animal-friendly products are important to our Beauty Junkies, the MECCA MAX team vowed to make the switch—and, in time for their first anniversary, they’ve nailed it. It’s like birthday wishes coming true.

“In going vegan, it was important to us that the quality of our products continue to live up to our Beauty Junkies’ impeccable standards without sacrificing on pigment, payoff or value,” says Ellie Hockley, Group Brand Manager at MECCA MAX. “These days there are some amazing alternatives out there that replicate commonly-used animal ingredients (such as beeswax) without exploiting any little creatures. We rigorously vet our suppliers to ensure their ingredients, testing and operating processes are of the highest quality.”

With a movement towards healthier, wellness-based lifestyles it makes sense that the demand for vegan products is growing. “People are revaluating their product choices and we wanted to give our customers greater transparency around the ingredients we use,” Hockley explains. “We also took the opportunity to create some new shades in a couple of our most-loved products, which is super exciting, and add new items including a Wet Look All Over Face Gloss for dewy highlights.”

Celebrating their birthday month, Hockley reflects on the products that have already reached cult-status. “Among our bestsellers are Bring On Bright Primer (amazing illumination—if you haven’t tried, you must!), our iconic Banana Bake Skin Filter Powder (perfect for flawless selfie skin) and our Life Proof Foundation, which is like a second skin (and only $32!).” She also hints at a few new and exciting products on the horizon. “Our next collection, Gleam Team, is guaranteed to impress glow-lovers and we have lots of pressies coming for the holidays.” We suggest compiling your wish lists early.

Words by Romy Erdos
August 2018

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