Milk Makeup, the innovative beauty brand, is tapping into a desire for more earth-friendly products by becoming 100% vegan.

Since its launch in 2016, Milk Makeup has offered high-quality cosmetics with cruelty-free credentials. Now the brand has taken this commitment to the next level by omitting all animal ingredients from its formulas and replacing them with safe substitutes, either natural or synthetic. Ingredients such as honey, collagen and gelatin are replaced with alternatives such as avocado oil and mango butter, promising the same results—now guilt-free.

“Even if you have yet to go vegan from a nutrition or even a fashion standpoint, there’s never been a better time to take a vegan approach to your makeup and skincare,” states the company. “You’ll get the same, if not better, quality and efficacy without compromising your values.”

Milk Makeup

Milk Makeup is one of many cosmetic brands pledging to go vegan. Kat Von D announced in 2016 that her makeup line would became 100% vegan, eliminating ingredients such carmine, a dye made from beetle wings. Hourglass Cosmetics has committed to go vegan by 2020, celebrating this change by launching a vegan “leather” cosmetics case, with all profits donated to the Nonhuman Rights Project animal rights organization.

Cosmetics giant MAC recently replaced the animal hair formerly used to make its cosmetic brushes with 100% synthetic fibers. The move came after the brand faced heavy criticism for using animal ingredients. Nars has similarly faced backlash for going back on its cruelty-free stance in a bid to enter the Chinese market, which prompted a social media campaign calling on consumers to abandon the brand, using the hashtag #boycottnars.

Milk Makeup

In the past year, according to NPD, sales of vegan beauty products in the United Kingdom have seen a 38% rise, largely driven by social media influencers and campaigns like Peta2’s drive for cruelty-free makeup. Eliminating animal ingredients in makeup will appeal to the growing number of conscientious consumers who look for cruelty-free and vegan credentials.