Zara Beauty has launched a makeup line to promote sustainability amongst other initiatives with new refillable packaging.

Zara Beauty has focused on its vouch to use the “highest performance ingredients and clean formulas” with the driving factor of increasing consumer awareness about waste; clearly supported by releasing the vegan, cruelty-free products in refillable packaging.

Baron & Baron, the design agency responsible for Zara’s logo, was also the mastermind behind the white packaging concept.

It said the sleek minimalist design masterfully encapsulates everything the cosmetic range stands for – clean beauty.

“Whilst neutral and simple, the unmarked white packaging is also fashion-forward and edgy; the cleanliness speaking to the sustainable aspect of the brand. Its minimalist design is like a blank canvas that is ready to be filled with the product line’s broad range of vibrant colours and each consumer’s unique expression of style,” the company said.

“The physical form of packaging design incorporates a slant that is a subtle nod to the slant in the Zara logotype, maintaining coherency throughout Zara’s different collections. This reinforces the Zara brand in a sophisticated manner whilst creating a unique design characteristic that has a strong shelf standout.”

Zara Beauty’s range of refillable cosmetic products also links to the brand’s ethos; promoting inclusivity, sustainability and self-expression through colour.