Transparency is the new trend; throughout modern society, people are endeavoring to learn more about what they’re eating, what they’re wearing (did you know that, according to a recent mindbodygreen article, one fast-fashion T-shirt “uses 700 gallons of water” to be made?!), and where their trash is going (check out The Story of Stuff for more on that subject). The beauty world is also following this trend by heading down the vegan and cruelty-free road. While “vegan” does not necessarily mean perfect, its “cruelty-free” partner is usually the tagline that actually sells me on a product.
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