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It is now all too common for brands to want to be a part of niche lifestyles such as being vegan and cruelty-free or sustainable. The key challenge is how to formulate for such niche lifestyles in a way that is suitable to these individual beliefs and that meets the requirements of these popular ideals. Niche lifestyles are becoming more prevalent and more mainstream due to the millennial generation that is compelled to save our dying planet. The pursuit of global environmental sustainability is paramount to this group and cannot be ignored when coming up with a formula for a new product on the market. 

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