The brand has already stopped production and pledges to be completely mink-free by 2021.
Long before the tidal wave of ongoing public-health and societal sea changes of 2020 that have deeply affected the beauty industry, there had already been a noticeable shift to cruelty-free products. But while beauty brands big and small have been eliminating products that have been tested on animals — with many becoming increasing vegan-friendly — it seemed false eyelashes were lagging a little behind on this growing priority. Fur from minks, a member of the weasel family, are still widely used for luxury eye fringe. However, one of the most beloved lash lines, Velour, is now making the transition to a mink-free future.
"When I first started the brand, our mission was to make lashes approachable to everyone and the promise is to provide high-quality lashes that are soft, natural-looking, and easy to apply for all-day comfort," Velour founder and CEO Mabel Lee said in a statement. "To achieve the standards that we are known for, some of our collections have included mink as a key component." This, the statement explains, is about to change.
"Velour will always stand by our commitment to innovation and challenging the status quo as we evolve and grow as a brand. This time around, we challenge ourselves to take a stance, and Velour is committed to transitioning out of mink," Lee pledges. The proclamation comes shortly after Sephora announced it's phasing mink lashes out of its inventory.
There are currently about 40 mink styles available on Velour's website. However, according to the statement, no mink lashes are being restocked anymore. Furthermore, "Velour will transition into a 100-percent mink free brand as of 2021."
You don't have to wait until 2021 to shop for non-mink options from Velour. There are currently more than two dozen awesome options — we're personally big fans of the natural-looking style Caption This, made from faux fibers. (Heads up to vegans, though: Some of the non-mink styles are made of silk.)
"As a brand, we will continue to level up and offer you the best in class products," concludes the statement from Lee, "and, as always, we will be completely transparent with you throughout the process."
Source: allure.com
