Bershka launches first make-up collection

Fashion retailer Bershka has launched its first make-up collection, Beauty by Bershka, comprising over 100 products that includes everything from makeup to skin and body care.

Bershka has introduced its first make-up collection

Bershka Beauty is available at Bershka stores worldwide and online at bershka.com. The retailer is part of the Inditex group and was founded in Spain in 1998. It currently operates 1,081 stores in 75 countries worldwide.

The line is organized into seven categories: face, eyebrows, lips, eyes, nails, body and eau de toilette, priced between 2 and 15 euros, on par with the retailer’s entry-level positioning. Bershka says that all products do not contain parabens and are not tested on animals.

The retailer has recruited three emerging artists as the faces of the new line: Mercedes Oller, a Costa Rican singer and founder of the Las Robertas group; Princess Nokia, a New York rapper; and Laurel, a 22-year-old British singer and producer. All three appear in beauty tutorials and offer their advice online. The new range is relying on social media to get out the word, and each product even has its own separate hashtag.

Last fall, the Inditex group rolled out its first line fragrances and body care products through its lingerie and homewear retailer Oysho. It has also revamped the Stradivarius beauty line. But while H & M, & Other Stories or Etam meanwhile have their own cosmetics line, the Spanish giant has yet to create one for its flagship brand Zara. Zara Home did unveil a first line of eau de toilette last January. After the launch of Beauty by Bershka, it could very well be Zara’s turn to enter the cosmetics market.
 

Translated by Nicola Mira

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