The reigning king and queen of the music industry are not making headlines for their music or their lavish fur and leather clad, diamond-studded lifestyle, but instead  for their diet! Jay Z and Beyoncé have now embarked on a 22-day vegan challenge, which Jay Z has termed a “spiritual and physical cleanse.”

The couple was encouraged to take on this “cleanse” by Marco Borges, a renowned exercise physiologist and founder of 22 Days Nutrition, a vegan, organic, and gluten-free lifestyle company. It appears that the challenge is a dietary one, which is obviously the best place to start if you’re trying to “cleanse” yourself of animal products.


Could Beyoncé and Jay Z end up joining other celebrities such as Joaquin Phoenix, Alicia Silverstone, and Russell Simmons in adopting a plant-based diet after the end of the 22-day challenge? After all, many former skeptics have come round to the idea of eating vegan full-time after briefly challenging themselves to see whether it is possible.

Jay Z has explained that the challenge (which began on Dec. 3), will last 22 days because “psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you’ve found your way.” He adds, “I don’t know what happens after Christmas. A semi-vegan, a full plant-based diet? Or just a spiritual and physical challenge? We’ll see…”

Regardless of whether he and Beyoncé become “full-time vegans” after their 22-day challenge is over, their actions could certainly create a ripple effect among their fan base.

In highlighting the benefits of a plant-based diet, they may encourage some of their fans to find out more about it, and to possibly consider giving it a try – or at the very least, to reduce their meat and dairy consumption. In a world where celebrities are – for better or worse – held up as the role models of society, it is always refreshing to see them moving in a more conscious direction. Best of luck to them both!


Find out more about celebrities who are doing their bit to improve conditions for animals and the environment here and here, and read about the five secrets of a healthy plant-based diet right here.

What do you think about this news? Good, bad, or you don’t really care?