The childhood favorite comes of age for a new generation, complete with retro packaging and a vegan formula

Many people will fondly recall the experience using Crayola crayons during childhood. Now the brand has partnered with online fashion retailer ASOS to create a makeup line for those now grown-up fans. Called Crayola Beauty, the 58 piece collection appeals to consumer nostalgia with a variety of colorful and recognizable shades in retro and equally recognizable packaging.

Mimicking the appearance and color of actual crayons from the Crayola archive, the selection of eyeshadows, lipsticks, highlighters and mascara is perfect for the kind of customer who perhaps now uses makeup as a fun and creative outlet in the same way that children use crayons.

Crayola is not just tapping into consumers’ sentimentality. The makeup line shows how a product aimed at kids can evolve and adapt into something for use into adulthood. On top of that, it helps ASOS strengthen its brand relationship with its many millennial and Gen Z fans.

Crayola Beauty

Many people will fondly recall the experience using Crayola crayons during childhood. Now the brand has partnered with online fashion retailer ASOS to create a makeup line for those now grown-up fans. Called Crayola Beauty, the 58 piece collection appeals to consumer nostalgia with a variety of colorful and recognizable shades in retro and equally recognizable packaging.

Mimicking the appearance and color of actual crayons from the Crayola archive, the selection of eyeshadows, lipsticks, highlighters and mascara is perfect for the kind of customer who perhaps now uses makeup as a fun and creative outlet in the same way that children use crayons.