Since it began in 2014, participation in Veganuary has more than doubled each year. More than 582,000 people from 209 countries and territories took part in Veganuary 2021, breaking all previous records. Increasingly, veganism is no longer limited to food and drink. Sales of vegan beauty products grew 38% in the 12 months to January 2018 and according to The Vegan Society, vegan beauty is the fastest-growing sector. The total market for natural prestige beauty products is now valued at £124 million, according to The NPD Group.

THE GRUFF STUFF, an ethically and responsibly sourced skincare range, has been offering consumers products that are vegan, free from gluten, parabens and mineral oil with packaging made from recycled materials since its launch.

“Across our industry, every single product features an element of nature, whether that’s a plant extract or a drop of water. It’s important that we focus on ways to work with nature rather than stripping it bare to make our products. Beauty is not only about looking good; it should make you feel good too.” says David Sparkes, co-founder of THE GRUFF STUFF.

The range of results driven skincare features ingredients such as wild Australian plums, a bioactive complex composed of Australian super fruits. The complex consists of extracts taken from the Kakadu plum which has the highest natural concentration of vitamin C, and the Illawarra Plum and the Burdekin plum, which are both rich in vitamins A, C and E. Along with their powerful antioxidant properties, the combination of these potent plums helps to stimulate hyaluronic acid, pro collagen 1 and fibronectin synthesis. With the added benefit of anti-inflammatory properties, this super complex protects skin cells from free radical damage and helps to prevent the signs of ageing.