As ‘Veganuary’ sets about inspiring people to try vegan for January, Irish beauty brand Nima Brush has reported its sales of synthetic vegan makeup brushes have now overtaken demand for its animal hair brush sets, for the first time.

Vegan Veluxe is a 100% vegan line of Nima Brush synthetic brushes, launched last year, using an innovative fibre technology for flawless application.Uniquely the brand’s NimaFil micron crystal technology allows the vegan-friendly brushes to mimic the effect of natural hair.  The tiny crystals attach themselves to the synthetic fibres creating the finish of natural hair and giving the perfect pick-up and product pay-off for beautiful makeup application.

With an estimated one in ten of Ireland’s population now either vegan or vegetarian, it is no wonder vegan and cruelty free beauty products are in demand, Nima Brush founder Niamh Martin says.“More consumers are moving away from animal products, in favour of plant-based lifestyle and diet alternatives, so it makes sense that the beauty industry is similarly meeting this need”, the Irish make-up expert says.

The luxurious cruelty-free hi-tech Nima Brush offering consists of two sets of affordable brushes for use by beauty professionals and in everyday makeup routines.



Originally launched online at, the award-winning Irish beauty business has now been selected to feature on Beauty Bay, the leading UK site bringing together innovative and hard-to-find skincare, makeup and haircare products and brands.

The Vegan Veluxe Eye Spy Detail set, priced from €45.00, allows for perfect eye make-up application, with 7 professional length soft detail brushes presented in an organic woven drawstring bag.From precision eye-lining to brow definition, makeup enthusiasts can blend to perfection with everything from flat-shader brushes for eye-shadow application to a round top blending brush for seamless blending along the crease line.


The Vegan Veluxe Face Facts contour set comprises six professional length contour brushes in an organic woven drawstring bag and costs from €65.00. There is a flat concealer for cover-ups or eyebrow carving work, a tapered powder brush for setting powder and bronzing work, and an angled contour brush for sculpting and blush application.A tapered fluffy brush and duo fibre brush are ideal for highlighting or concealer work or for setting powder, sheer liquid or cream foundation, and a sturdy flat head kabuki is a firm favourite for foundation and base work.


Go to nimabrush for more information.