Veganism is one of the fast growing lifestyle trends but despite an increase in the number of vegans in the UK  – and nearly four million posts on Instagram promoting #VeganLife – many individuals struggle to identify vegan ingredients.

In the biggest ever high street survey on vegan beauty, to launch its Little Vegan Pop Up Shop Superdrug (at Boxpark in Shoreditch, London) reveals that 21 per cent of Brits believe that beeswax (found in lip balms and other products) is a vegan ingredient, as well as 11 per cent choosing silk powder from silkworms (found in face creams) and 4 per cent agreeing that horse urine is a vegan ingredient (found in some antiperspirants, moisturizers, mouthwashes, deodorants, and shampoos).

Non vegan ingredients and how many people thought they were vegan when questioned:

• Beeswax           21%
• Silk Powder       11%
• Lanolin              9%
• Carmine            9%
• Collagen            8%
• Horse Urine       4%
• Civet                 4%             
   

The research of 10,000 UK adults reveals that nearly a third (32 per cent) rely on advertising as the main of source for finding out if a brand is vegan, while just 45 per cent take the time to check the ingredients.

Superdrug has seen sales of vegan beauty products rise by 15 per cent over the last year and this has been driven by those who may not be vegan when it comes to food, but choose vegan beauty products for ethical and quality reasons.  The research shows that 12 per cent choose vegan beauty because they want to be ethically conscious and 3 per cent believe the products to be higher quality.

When asked which products they were most likely to choose a vegan version of, those surveyed opted for moisturiser, shampoo & conditioner, body wash, lipstick, foundation, cleansers, mascara, toothpaste, makeup accessories and hairspray.
 

Superdrug's new vegan pop up shop will be open for three months from the 21 March, offering customers vegan options for beauty and personal care.