Vegan entrepreneur, businesswoman and athlete, Heather Mills has expanded her portfolio of businesses with her new venture – Be at One. Mills owns VBites and has invested in several other vegan businesses under her VBites Ventures investment fund.
Mills announced the launch on Facebook, writing: “We are so excited to launch Be at One, a new 100 pe cent vegan make up brand this year. Be at One is a compassionate make up brand that doesn’t stint on quality and performance. Our make up is certified vegan. This means that none of our products are tested on animals and none of them contain any animal derivatives whatsoever.
The first products are expected to launch before Summer 2019, with face, eyes and lip products being made. Mills announced in a video on Instagram last year that she was working on vegan make up products.
The amount of consumers opting for vegan make up products has increased over the past few months, with Veganuary boosting sales for cruelty-free and vegan make up.
Superdrug announced last week that some of their items from the B range saw a 750 per cent increase in sales. Furthermore, Birchbox launched a limited edition vegan beauty box, teaming up with renowned vegan brands.
The market for organic and natural beauty products has also grown, with sales of such products totalling £86.5 million in 2018. In addition, 65 per cent of shoppers expect brands to disclose information on where ingredients are sourced.