CoverGirl launches a vegan beauty line

CoverGirl is kicking off 2020 with a brand new vegan beauty collection.

The Coty-owned beauty brand has unveiled its new ‘Clean Fresh' collection of makeup essentials, boasting vegan formulas and natural ingredients such as coconut milk and aloe extract.

The four-piece series comprises a ‘Skin Milk Foundation' that comes in 14 different shades, a ‘Cream Blush,' a ‘Cooling Glow Stick' and a ‘Lip Oil.' Each of the products has been formulated without talc, parabens, formaldehyde, phthalates, mineral oil or sulfates, and the line is cruelty-free.

CoverGirl isn't alone in tapping into the vegan beauty market -- multiple brands have focused on the trend this year. Singer Kesha unveiled her vegan makeup line Kesha Rose Beauty earlier this month, while November saw the household brand Sally Hansen launch a vegan, plant-based nail polish line. Avon also launched a vegan skincare series dubbed ‘The Distillery' back in September, while Primark also hopped onto the bandwagon over the summer with an in-house cosmetics line free from animal products. 

The launch also rounds out a busy year for CoverGirl, which snapped up the "Riverdale" actress Lili Reinhart earlier this year to act as an ambassador.