Kylie Jenner’s makeup line, Kylie Cosmetics, is going through a vegan makeover. The brand will be relaunching its popular liquid lipstick shades with a new cruelty-free, vegan, and gluten-free formula. This move reflects a growing trend towards vegan and cruelty-free beauty products in the industry.

In addition to Kylie Cosmetics, Kylie Jenner also launched the skincare brand Kylie Skin, which is already 100% cruelty-free, vegan, and free of harmful ingredients. The transition to a vegan formula for Kylie Cosmetics aligns with the values of some members of the Kardashian family, who have been adopting plant-based diets. With this new direction, Kylie Cosmetics is appealing to a broader audience that values ethically and sustainably made products.