Crayola Beauty is launching a new vegan and cruelty-free makeup collection exclusive to fashion and beauty retailer, ASOS.
The cosmetics company is a spin on the household brand Crayola, which specialises in stationery. According to news outlet Cosmetics Business, the new Crayola Beauty collection will offer 58 cosmetic products tailored to Millennials and Gen Z, encouraging consumers to “Colour Outside The Lines.” The line will include 95 shades.
The company’s slogan, “Go Play,” inspires shoppers to satisfy their inner child’s desire to draw, smudge, and paint. Crayola Beauty’s collection claims to have the only face crayon product of its kind on the market that can be used to accentuate lips, cheeks, and eyes, making for a convenient all-in-one product. Other offerings within the new line include eyeshadow palettes, highlighters, mascaras, customisable-colour lipsticks, as well as vegan makeup brushes.
The cosmetics collection’s vegan formula is significant when compared to its stationery predecessor. While Crayola made strides years ago to decrease its carbon footprint by using renewable solar and wind energy at its factories, it has yet to address what was recently named by an Oxford study the “single biggest way to reduce your impact on planet Earth” – go vegan. Crayons made by the colouring product giant get their distinctive smell from stearic acid – a derivative of beef tallow. If the brand’s latest beauty venture is anything to go by, this may foreshadow a shift in the processing of the three billion crayons the stationery mogul pumps out annually.
The Crayola Beauty collection will join the ASOS Face + Body sector’s growing selection of vegan and cruelty-free beauty products. It recently added Isle of Paradise’s line of self-tanning products; the brand uses only vegan and organic ingredients to maintain its cruelty-free status. In addition to its cosmetic and beauty products, ASOS also retails an extensive collection of fashion garments – a variety of which are free from leather, fur, suede, and mohair among other animal products.
Crayola Beauty’s new collection enters the market at a crucial point in time. The demand for cruelty-free products is rising in mainstream society. Recently, the California Senate passed a bill that would ban the sale of all cosmetics that had been tested on animals. If passed by the State Assembly and governor, the historic vote could make the state the first in the U.S. to implement such a ban.
Image Credit: Crayola