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Beauty Without Cruelty

Vegan Cosmetics Packaging


Beauty Without Cruelty has been creating cruelty-free cosmetics since 1959, the pioneer behind ethical beauty products suitable for vegetarians and vegans. With its 60th anniversary approaching, I worked on modernising its brand and created a design that would appeal to a younger audience. A new logo and graphic approach was created, and also a new ‘stamp of approval’ device to signify quality. The design approach is inspired by the marks made by the different elements of the makeup, and the packaging board is a natural craft paper, adding to the 'natural', no-nonsense ethos of the brand.

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