You might have noticed that last Wednesday, November 1 was World Vegan Day... or, maybe you didn't (and that's totally fine, too). While the food obsessed among us probably thought immediately of snacks (guilty), it's an often overlooked fact that vegan practice also extends to the use of beauty products that haven't been tested on animals.  

While your stance on the matter is completely a personal choice, we can't tell you how thrilled we were to learn that one of our tried and true favourite make-up brands has committed to going fully vegan by the year 2020. Yep, Hourglass Cosmetics, brainchild of cult products like Ambient Lighting Powder, Veil Mineral Primer and (a personal favourite) Lip Stylo lipsticks, has pledged to turn its already predominantly vegan beauty offering fully animal by-product free by 2020.

Hourglass Cosmetics takes a revolutionary new stance

Citing animal derived ingredients like beeswax and carmine as problematic, Hourglass founder and CEO Carisa Janes is committed to eradicating such ingredients from her product line. "At Hourglass, we believe that luxury is a combination of innovation and integrity. This begins with our commitment to creating cruelty-free products and ultimately being the first completely vegan luxury cosmetics brand in the world," she says, before admitting that "it is not a simple solution, but we are dedicated to putting in the time and effort it will take to find vegan alternatives for our product formulas."

Calling upon other beauty brands to follow suit, having met and interviewed the founder, we don't doubt Janes has the tenacity and strength of character to complete her mission. Certainly, with innovation and technology driving the beauty industry today, cruelty-free beauty can't be an impossibility, right?

Hourglass Cosmetics takes a revolutionary new stance