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Since hitting the market in 2014, Hourglass has been the leader in luxury beauty that’s not only committed to high-performance products, but also the wellbeing of animals. They’re proudly cruelty-free and set themselves a goal to be completely vegan by 2020; leveraging their passion for innovation and ingredient technology, they got to work on creating cutting-edge vegan replacements. By December last year, the brand had successfully reformulated their remaining products to be fully vegan and celebrated the milestone with the launch of their Confession Red 0: a 100% vegan red lipstick formulated with a replacement of carmine—a red pigment produced from crushed female insects.
The brand’s recent Eye-to-Eye campaign is another nod to Hourglass’ commitment to animals—it features powerful imagery of humans and animals as one, and according to Hourglass founder and CEO Carisa Janes ‘captures the humanity in the animal’s eyes’. It’s a campaign we can definitely get on board with, and did, by sharing our take on it below. Hint: cute animal selfies ahead.
Caitlin, Senior Finished Artist
“Caution Extreme Lash Mascara by Hourglass is my all-time favourite – it lifts and lengthens, and the tapered brush ensures all of my blonde lashes are perfectly coated. I do try to be more conscious about what products are in my beauty bag by supporting vegan and cruelty-free brands, so Hourglass ticks that box for me every time.”
Kerri, Content Producer
“Hourglass bring luxury beauty to the table in a totally new way; their ambient powders are what wooed me first (I’m super fair and neutral-toned so on no-makeup makeup days I’ll even use Dim Light as a subtle bronzer/contour), followed by their blushes (that PIGMENT!), and both mascaras (Unlocked is the first tubing mascara I’ve ever liked). I find myself dipping into their Nude Light Bronzer on the regular too. As someone who turned vegetarian for a year after watching a Billy Crystal comedy with a cute calf, I love the pride Hourglass takes in being vegan and cruelty-free. My little yorkie, Cami—the love of my life—does too!”
Chiemi, Digital Creative Designer
“There are a few Hourglass products in my daily makeup routine: I love how the Veil Mineral Primer SPF 15 keeps my makeup in place all day, providing a smooth canvas for whatever I apply over the top. I also can’t live without the Arch Brow Sculpting Pencil —it’s so easy to use and I can fill in my brows quickly when I use it. It’s without a doubt my ‘desert island’ product—cause everyone knows you need good brows when you’re stranded on a desert island.”
Freya, Campaign Coordinator
“I fell for Hourglass the moment I saw the gondola in my local Mecca Maxima store. The branding, the packaging, the product; everything just exerted effortless luxury. So, when they committed to transforming their entire collection to becoming vegan by 2020, our love affair developed into a fully-fledged romance. My staple products? Hourglass Arch Brow Micro Pencil in Warm Brown, Hourglass Ambient Lighting Blush in MECCA Glow (pictured) and Hourglass Unreal High Shine Volumizing Lip Gloss in Provoke (pictured).”
Romy, Creative Content Manager
“As a busy dog mum (and toddler mum), I love using the Ambient Lighting Palette to bring a healthy glow back to my face and disguise any tiredness - knowing that their cruelty-free and vegan also helps me sleep better at night.”
Phoebe, Social Media Specialist
“Hourglass has always been a brand that I get excited about. Combining cruelty-free and luxury, it’s the best of both worlds. My current favourite is its Unlocked™ Instant Extensions Mascara because it’s tubing (meaning it just falls off my lashes when I cleanse my face). I also love their vegan brush collection (which is all of them); they’re luxe, reliable and they feel so nice on my skin. My new puppy Gnocchi also loves to steal them when I’m not looking—so I’d say it’s easily five stars from the both of us.”
Hilary, Lifecyle Campaign Specialist
“I discovered the Ambient Lighting Powder a few years ago and I’ve never looked back. It was an instant staple in my morning routine, pairing perfectly with everything from a tinted moisturiser to full coverage foundation. I use the super soft Veil Powder Brush to blur it into my skin and set the area around my eyes and I always feel light, radiant and glowy.
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