To gain momentum around the push to all-vegan, Hourglass launched one of its most comprehensive marketing efforts - the “Eye-to-Eye” campaign. The original imagery, featuring models posed “eye-to-eye” with horses, is meant to show the humanity in the eyes of the animal in order to spark consumers to think twice about purchasing something made from animal-derived products.

Our extension of the “Eye to Eye” campaign came shortly after, featuring the pets of popular beauty influencers — including Iris Beilin‘s pomeranian Osito, Ryan B Potter‘s Tibetan Spaniel Dudley, Claire Marshall‘s cat Bruce and Teni Panosian‘s pups Princess Zelda and Keiko. Our community was able to join the movement and participate in the campaign too; we asked our community to post photos of them and their pets posing eye-to-eye, and for every photo posted, Hourglass donated $1 USD to the Nonhuman Rights Project. The organization advocates for animal rights by providing resources for law cases and liaising with the government. Additionally, one percent of the profits from Hourglass Cosmetics’ makeup sales from the brand’s website go towards Nonhuman Rights Project.