Forks Township-based Crayola Inc., an iconic manufacturer of crayons, markers and other art products, has leaped from the page to the face of fashionistas with the launch of a new makeup line that is being sold through ASOS, a British online fashion and beauty retailer.
While toddlers may have been coloring their faces with Crayola products for decades, these are the first Crayola products specifically designed to color the lips, cheeks and eyes.
The new 58-piece Crayola Beauty collection features 95 hyper-pigmented colors that are vegan and designed to be used interchangeably to line eyes, blush cheeks or color lips. They also are cruelty free, or not tested on animals.
Colors include velvet pink, electric blue, nutcracker and dandelion.
There are mascaras, highlighters, an artist-like brush kit and a more traditional eyeshadow pallet in the collection. However, most of the products look like the product that inspired them, crayons, and come in bright colors that the brand says are designed to inspire those using them to get creative and “color outside the lines.”
The product line launched June 4 and can be purchased on the website www.us.asos.com.
While the “face” crayons are new, it’s not the first time Crayola has partnered with the beauty and fashion industry.
Warren Schorr, vice president of business development and global licensing for Crayola, said the company first crossed over into the beauty industry in 2015 when it partnered with Bloomingdale’s on a Crayola-colored clothing line.
That led to a partnership with Clinique in 2017, where the makeup brand put out a limited-edition line of Crayola themed “Chubby Sticks” lipsticks which provided Crayola color, but weren’t quite as crayon-like as the latest offering.
Crayola even had its own nail polish line, in partnership with Sally Hansen, which began in 2017 and met with success.
“These collaborations led to the partnership between Crayola and ASOS to launch a Crayola branded line of cosmetics,” Schorr said.
“This is the first cosmetic stick that can be safely used on lips, cheeks and eyes,” he said.
Of course, it wouldn’t be Crayola if it weren’t fun.
“As a brand, Crayola exists to spark creativity and self-expression for people of all ages,” Schorr said. “Cosmetics are an adult’s tools for colorful self-expression.”
A spokesperson for the retailer, ASOS, said in a statement that the makeup line was a fit for its demographics.
“At ASOS, it’s our mission to empower 20-somethings to confidently be themselves, however they choose to do so,” the statement said. “So we’re super-excited that Crayola has launched a makeup range full of color and inspired by the brand’s true spirit of self-expression and personal creativity.”