development of its perfume division with the help of British fragrance specialist in late 2019, the largest of Inditex's brands is now launching its new Zara Beauty section, through which it will offer cosmetics products developed with formulas created by renowned makeup artist Diane Kendal. 

As announced by its Galician parent company in a press release published on Monday 3 May, Zara's cosmetics line will be integrated into its stores as a new section, joining woman, hair and kids, starting 12 May. The beauty line will be available at a selection of 22 points of sale spread over all of the retailer's European markets, the U.S., Canada, China, South Korea, Japan, Mexico, Australia and New Zealand. 

Inditex intends to incorporate beauty into stores in other markets gradually in the future. In its home country of Spain, Zara Beauty will be available at the retailer's stores on Barcelona's Passeig de Gràcia and Madrid's Calle Serrano, as well as in the Marina Banús shopping centre in Marbella, and in A Coruña. 

As explained by the fashion chain, the selected stores will feature dedicated beauty spaces, in the form of either completely specific enclosed spaces or open areas, where steel display racks will contrast with lights that seeks to reproduce external lighting.

Under the motto "There is no beauty, only beauties," the cosmetics line has established its objective as "catering to each person's diversity of needs" with an offering that includes lipsticks, foundations, balms, oils, bronzers, nail polish and brushes. Available in a palette of 130 shades and a range of matt, satin and pearl finishes, the products are presented in refillable packaging, much of which is made from recycled glass, so as to "foster reuse". In line with the brand's accessible positioning, prices range from 6 to 22 euros, while refills will be priced starting at 4 euros. 

An immersive online experience

The products will also be sold on Zara's e-commerce website, where visitors will be able to access a dedicated beauty section directly from the platform's homepage. Here the retailer will present complete looks created by Kendal and captured by acclaimed photographers such as Steven Meisel, David Sims, Marilyn Minter, Oliver Hadlee Pearch, Zoë Ghertner, Craig McDean, Nadine Ijewere, Mario Sorrenti and Fabien Baron.

As part of its digital presentation of the new line, the brand has developed a "special programme" which will allow users to virtually try on face, eye, lip and nail products. This possibility to test out cosmetics shades on different skin tones will be further complemented by a section offering beauty tips and suggestions.