Vegan is much more than a trend. More and more people are looking for cosmetic products without animal ingredients. Due to this growing demand, we have also decided to expand our vegan range. By now, 90% of our range is vegan and labelled as such.
Especially in the shampoos, we worked on new formulations. "The active ingredient that has been changed is xanthan gum - a raw material that is in itself derived from plant-based raw materials. However, it was only when we asked our supplier that we found out that it is NOT vegan, as chicken egg white is used in the manufacturing process. However, since there are vegan variants of xanthan gum, we decided to make the switch here," explains Dr. Doris Brandhuber, chemist and founding member of Less is More.
Xanthan gum is a plant-based thickening agent that gives shampoo its thick consistency. The new, vegan xanthan gum has a slightly different texture - it's a bit more gel-like - but the properties remain the same. Our shampoos are produced with the ingredients and are vegan. The only exception is the Aloe Mint Volume Shampoo, where honey is an essential ingredient.