Silk Pearce

The art of make-up

Beauty Without Cruelty

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, it asked Silk Pearce to refresh its brand.

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Branding Print
Beauty Without Cruelty Hero
Beauty Without Cruelty Mascara

The new identity and packaging takes an organic, free-style approach, incorporating a hand-drawn feel to the font, with bold make-up marks and an earthy colour palette. The 60th anniversary is commemorated with an intricate roundel, adding authority to the crafted design.

More Beauty Without Cruelty Logo
Beauty Without Cruelty Logo Detail
Beauty Without Cruelty Display Stand Detail