e.l.f. Cosmetics recently announced that it will stop using animal hair to make its beauty tools. “It is the right thing to do and we sincerely hope the rest of the beauty industry follows our approach,” states e.l.f. in the article: http://www.cosmeticsdesign.com/Brand-Innovation/e.l.f.-Cosmetics-switches-to-synthetic-brush-fibers
There has been an industry shift as it concerns the fibre used to create make up brushes. More companies are positioning their brands as cruelty free or even vegan.
Historically, natural hair make up brushes were known as the superior application tool – providing flawless coverage and performance. Recently, makeup brush manufacturers are challenging this by offering alternatives such as animal free makeup brushes. They want to be ahead of the curve and provide ecological, animal free solutions.
Most consumers are turning towards beauty bloggers and independent research to learn about a product prior to purchase. Therefore, many more consumers are aware of what make up brushes are made of, and won’t use them if they are made from natural hair.
Years ago, Taiki released Tafre, an ecological, animal free fibre for make up brushes. This patented fibre feels and performs better than natural hair. Now Taiki added antimicrobial elements to the fibre, creating Tafre+, a safe animal free fibre that outperforms natural hair.