Primark Premiers Vegan Private Brand Beauty

Last week, Irish fast-fashion retailer Primark introduced a new vegan skincare range private brand PS… Naturals. The introduction allows customers to create cruelty-free skincare The line includes five skincare products: a balm to oil cleanser, a face wash, a daily moisturizer, an overnight mask and face wipes.

Last year Primark was given Cruelty-Free International’s prestigious Leaping Bunny accreditation for all its cosmetic products. The well-known bunny logo means that all of Primark’s cosmetics are officially gluten-free.

All the products in the PS… Naturals range are not only cruelty-free, but they’re also vegan and every product in the range displays the Vegan Society’s Sunflower trademark.

All products in the range are priced between £1.50 and £3 and are made of 90% natural ingredients, such as organic coconut water and Australian Kakadu plum.

The brand also includes six accessories, an exfoliating mitt, wooden body brush, a body sponge, exfoliating discs, a back exfoliator, and a wooden nail brush, all made using FSC certified wood sourced from sustainably managed forests. There are also cotton pads made from organic cotton.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.