The abundance of startup beauty brands can prompt eye rolls among even the most diehard makeup and skin care devotees. The market has been flooded with seemingly near-identical emerging brands, making it hard to know what's worth the investment and which are just really good at social media marketing. I've long been skeptical of many of these newcomers, and admit to even feeling overwhelmed by the range of choices that are available.
We're becoming more discerning and demanding beauty consumers. We expect to be able to buy products that reflect our values, whether that's organic, cruelty-free, sustainable, natural, or vegan. And the good news is our voices are being heard. From the USDA Organic label and Europe's Soil Association's organic swirl to the vegan V-Label and the cruelty-free Leaping Bunny, these visual signposts help us with our value choices.