‘Natural’ and ‘Cruelty-Free’ have always been two of the most popular buzzwords in beauty – but that may be changing.

More consumers paying attention to ingredients and reading labels, and many small, independent beauty companies are listening. There has been a rise in new cosmetic launches that are being promoted as Gluten-Free and Vegan.

Armour Beauty, a small company based in Brooklyn, has launched a new lip gloss brand extension, “Armour V” – the ‘V’ is for Vegan.

Right now there is only one color “V” color, Brigitte, a peachy pink pearl shimmer cream gloss inspired by Brigitte Bardot. The long-wearing gloss has a vanilla and grapefruit scent.

The gloss is touted as “vegan, gluten-free, paraben-free and completely cruelty-free.”

In addition to Armour V, the company’s opaque gloss collection, called Armour, includes 10 colors and makes all of the same claims except for being Vegan – saying that the collection is cruelty-free, and not tested on animals.

Armour Beauty is sold online at Beauty.com, at Ricky’s stores, and at boutiques across the U.S.