As part of a global beauty campaign, The Body Shop set an ambitious goal: by December 2023, to become the first major cosmetics manufacturer to completely eliminate animal-derived ingredients from all product formulas. This means that every single The Body Shop product will be 100% vegan, produced without any harm to animals, and certified with the gold standard Vegan Society seal.

To mark Veganuary (Vegan + January)—the international month celebrating veganism—we invited well-known Lithuanian vegans and vegan-friendly influencers to help amplify The Body Shop’s strategic commitment to veganism. Their role was to spread awareness across social media and encourage followers to choose cruelty-free, vegan cosmetic products made without any animal exploitation.

Through this campaign, we also aimed to reinforce The Body Shop’s image as a socially responsible and community-oriented brand.