Veganuary: Wyrl Beauty’s Lipsticks That Look Great And Do Good

Picture of Alex Klein, founder of Wyrl Beauty. Alex is a black woman with coily brown hair. She is wearing a t-shirt and is sat behind a microphone. She is facing the camera with a smile.

Veganuary in an annual campaign run by a UK non-profit organisation, encouraging people to take on the challenge of following a vegan lifestyle for the whole month of January.

Since the campaign was launched in 2014, an estimate of more than a million animals and the equivalent carbon dioxide emissions of 450,000 flights have been saved with increased participation every year.

This campaign’s mission is not only to educate people on veganism, but also to encourage healthier eating for the rest of the year. 

In this article, we talk to a founder about her vegan business, and a Hatch team member about vegan myths.

Table of Contents

Alex Klein's WYRL Beauty Lipsticks

We talked to Hatch Graduate Alex Klein, founder of WYRL Beauty, to learn more about vegan beauty products and to ask for advice for those who want to start their own cruelty free businesses.

Why did you decide to make WYRL Beauty vegan?

“I decided to make WYRL Beauty‘s lipsticks vegan because it was important for me to try and adopt more of a plant based lifestyle.

“Many years ago, when I was diagnosed with a health condition I learned about all the harmful chemicals that are in many cosmetic formulations that actually act as endocrine disruptors which affect our hormones.

“I had actually given up makeup for a long time because I was so nervous to put anything on my skin or on my lips  because I couldn’t find a formulation that was clean enough to my liking.” 

Picture of Wyrl Beauty's lipsticks in bright red, crimson, and brown.
WYRL Beauty Lipsticks

“So I decided when I was creating the lipsticks, I wanted to create something that I would use and that I would feel comfortable using, without endocrine disruptors, without parabens, without excess preservatives or things our makeup really doesn’t need.

“I wanted something that I could offer to women that was bold, that was vibrant, that was clean, that was vegan.

And I just didn’t like the thought of putting crunchy bugs on my lips. So we went vegan.”

Do you think that creating vegan cruelty free products broadens your customer base?

“In fact 2021 there was a study that showed that about 30% of Brits are vegan or considering becoming vegan.

“The beauty is that a vegan person who wouldn’t purchase a non-vegan make-up product can come to me, and at the same time, a person who isn’t vegan can also benefit from using our our vegan lipsticks.

“So I think that having a vegan product is quite inclusive, especially because it performs exceptionally well.

“It’s vibrant, it’s bright, it’s creamy, and it doesn’t compromise at all.”

What would be your advice for people wanting to start a cruelty free business?

“I would say go for it.  I mean, it’s a it’s a good value to incorporate into your business.”

“It’s all worth it. It’s good for the planet, it’s good for animals, and it doesn’t create unnecessary harm.

“There are actually some studies that show that testing on animals, whatever the results are, don’t necessarily translate to the impact it would have on humans.

“A lot of animal testing is futile. It’s unnecessary.”

(Read more about this topic at Topic Insights, and Cruelty Free International)

“So we went with ingredients that we feel work well, and are clean and safe, and we went through the necessary regulations.

“Some of the regulations that you have to go through is just a little bit more transparency.

Wyrl Beauty's Cruelty free lipsticks
WYRL Beauty Lipsticks

“So if you’re thinking about going cruelty free, I would say go for it from the outset.”

Wear Your Red Lips

Experience the smooth application of WYRL Beauty’s colours suitable for a range of skin tones.

Debunking Vegan Myths

We asked a vegan staff member here at Hatch to respond to a few myths about veganism.

1. Vegan diets are unbalanced and unhealthy

“Vegan diets are as balanced as any other diet if that’s what you’re trying to achieve.

“It’s extremely easy to get the right amounts of protein, calcium and other nutrients from plants – in fact most of the nutrients we consume originate from plants!

“It’s important to not set double standards. Whether you’re vegan or not, your diet could be unbalanced.

“‘Like all diets, supplements in some form are unfortunately a standard in modern times. As soil quality decreases, it’s becoming more and more difficult to digest vitamins organically.

“A big one associated is vitamin B12. You can either get this from animals (fortified in their feeds, mostly), or with a supplement. Vegans simply choose to the latter.”

(Learn more about this topic at Rise Of The Vegan)

“It isn’t a reflection of the diet, this is a wider conversation on the state of our environment, and how it’s affecting the foods we eat.

“If you’re worried about not getting enough nutrients on a vegan diet, there are several resources you can check out to help you on your journey.”

2. You don't make an environmental impact as an individual on a vegan diet

“Everyone is only responsible for their own individual actions and ethics, and it’s the same with every decision we make as people with free will.

“Some people recycle and some people don’t, but many people make the choice to actively recycle because they are aware of the benefits of recycling. It’s the same with veganism.

“The difficulty with veganism is the stigmatised assumption that vegans are ‘preachy’ whenever they speak about their views and ethics they choose to live their lives by.

“We don’t say that about people who talk about recycling, so why do say it about vegans?”

3. Veganism is for privileged white people

“Veganism has been adopted across cultures across the world for many different reasons for a long time.

“To say that veganism is for white people completely takes away from cultures’ heritage who have adopted veganism and embedded it into their ways of life.

“Veganism for many isn’t a diet, it’s a lifestyle and way of living. It’s the understanding of the respect we should hold for animals as sentient beings, and the health benefits it brings with it.

“It permeates all aspects of your life, not just in the food you eat, which is why vegans are so passionate about sharing that part of their lives.

“As with many things, whitewashing exists. Many white people have adopted veganism as a lifestyle choice, with numbers skyrocketing over the past five years or so.

“It is absolutely perceived by many to be something for middle class white people, eating avocados that are actually bad for the environment, but this an idea that has been picked up as a way to smear veganism with negative connotations.”

Learn more about veganism at Vegan Resources

Who are we?

At Hatch Enterprise, we believe in building a better world through entrepreneurship. We work with entrepreneurs from underrepresented communities, helping them build successful, profitable businesses.

Share this post

Ready to start your journey with Hatch?

Sign up for our newsletter today!