New Crayola Beauty Line Is Focused on Inclusivity to Let Anyone Color Outside the Lines

ASOS partnered to launch the crayon-inspired collection

The product line is vegan and cruelty-free. - Credit by Image source: ASOS; Photo illustration: Yuliya Kim
Headshot of Cara Anderson

Crayola has been a source of creativity and imagination for decades. Its emphasis on the “power of creativity” has been applied to its multiple art and craft products, but now Crayola has announced a new product with a different kind of canvas in mind.

The company has launched a collaboration with cosmetics brand ASOS called Crayola Beauty.

The beauty line features 95 vegan, cruelty-free shades. Crayola Beauty is inspired by the brand’s spirit of self-expression and personal creativity. The product line is—not surprisingly—full of color and personality.

Crayola Beauty gives you the tools to test, paint, draw and smudge with this 58-piece collection. Emphasizing inclusivity, the product line is gender fluid, featuring color-change lipsticks, eye palettes, bright highlighters, bold mascaras and an artist-like brush kit. Pricing for the collection ranges from $15 to $40 and is only being sold on ASOS.com.

The packaging should look familiar to anyone who who spent time with coloring books as a child. The lip, cheek and face “crayons” have the same iconic Crayola squiggle in minimalist black-and-white crayon wraps with corresponding colored packaging.

Courtesy of ASOS

Courtesy of ASOS

Courtesy of ASOS

Courtesy of ASOS

Courtesy of ASOS

Courtesy of ASOS

Courtesy of ASOS


@cara_02 Cara Anderson is a contributor to Adweek.
Publish date: June 5, 2018 https://stage.adweek.com/creativity/new-crayola-beauty-line-is-focused-on-inclusivity-to-let-anyone-color-outside-the-lines/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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