Often people assume that Vegan diets are healthy and this is not necessarily the case there are many junk food Vegans out there, myself included in that.
The same is often presumed of Vegan Beauty products, it is assumed because they are Vegan that they must also be made from natural ingredients and this is not the case.
Pacifica is a beauty company that are completely Vegan, Cruelty free and use natural ingredients, they are even gluten free.
Elf Cosmetics is a Cruelty free Vegan brand that uses synthetic ingredients which helps them keep the cost of their products down making them more affordable. Most natural cosmetic companies use Beeswax in their ingredients making them Vegetarian friendly but not Vegan friendly. Elf have replaced the ingredient Beeswax with a synthetic beeswax and Lanolin with Bis-Diglyceryl Polyacyladinpale-2 keeping their products suitable for Vegans.