Vegan and cruelty-free cosmetics for men are on the rise

War Paint, a vegan and cruelty-free make-up brand just launched exclusively online at Brown Thomas and Arnotts.

Once considered a fad, vegan lifestyles have become common. From fashion to food, the vegan wave is now at the heart of the cosmetics. 

Men, in particular, are increasingly courting vegan and cruelty-free cosmetics that they incorporate into their grooming regimen. Much like buzzwords such as 'sustainability' and 'representation', it is difficult to define 'clean beauty'.