9 vegan brands proving cool doesn't have to be cruel

Bringing together values of healthy eating and protecting the environment, veganism is a huge trend among young people today.

One reason for the growth of veganism is the increased availability of cool, cute and tasty products that don’t use any animal products - gone are the days of hemp and tofu. Here are 9 brands leading the way and winning loyal Gen Z customers.

Iconic London

Iconic London is the UK’s no.1 seller of cruelty-free make-up and vegan brushes, lashes and more. They put students and young consumers at the heart of their marketing strategy by offering a student discount.


A recent Inc article described Oatly as the “cult Swedish drink poised to disrupt a $16 billion industry.” Oatly is a “milk” drink made of oats, which has become a trend in the US thanks to word of mouth, cute packaging and the growth of veganism among young Americans.

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by CHLOE. is one of the hottest new burger restaurants among Millennials in New York, LA and London, but it’s no Shakeshack or Five Guys - everything here is totally vegan. Its rise is driven by fun branding and trendy dishes, such as avocado toast and sweet potato fries.

Bulk Powders

Protein supplements brand Bulk Powders offers a vegan range, which is ideal for vegans concerned about missing out on the protein provided by meat and other animal products.


Along with Patagonia, Fjällräven is one of the brands leading the way with their cruelty-free down policy. The Scandinavian company is best known for its colourful rucksacks, which you’ll see all over university and college campuses these days.

via @frauke_hagen

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Impossible Burgers

Impossible Foods made headlines recently by teaming up with a very traditional fast food chain, White Castle, to launch a range of Impossible Sliders. The US brand got their name because their fake meat achieves the “impossible” by “bleeding” like real meat does.


Did you know that most make-up brushes aren’t vegan? Spectrum is a fast-rising, super-stylish British beauty brand that has been featured in Vogue, Glamour and Cosmopolitan, and their products are all vegan and cruelty-free.

Temple of Seitan

One of the hippest new restaurants in London right now is Temple of Seitan. The vegan fried chicken joint attracts queues of locals and tourists to try the authentic taste of their meat-free fast food, which is actually made from wheat gluten (aka seitan).

Beauty Without Cruelty

British business Beauty Without Cruelty puts its values at the heart of its brand. Their products, including mascara, nail colours and lipstick, are all-natural, cruelty free and great quality. Of course, their packaging is always recyclable too.

Find out more about the brands winning over the youth market at YMS, the world's largest youth marketing festival. Look out for our next event YMS18 NYC, coming to Brooklyn this October.