The Clinique x Crayola Collaboration Makes Makeup Feel Fun Again
Laura McQuarrie — February 2, 2026 — Marketing
References: theindustry.beauty
A nostalgic generation of beauty lovers yearns for makeup that feels fun again and is ready to reject "no-makeup" makeup minimalism in favor of colorful, playful, experimental looks that celebrate self-expression and exude joy—and the Clinique x Crayola collaboration answers the call to relaunch the beauty brand's Chubby franchise.
Appealing to existing customers and newcomers to the brand, particularly Gen Z and Millennials, Clinique x Crayola centers on color as a playful, highly personalized means of self-expression. The Clinique x Crayola collection includes a series of solid, swipe-on products, including Cheek Colour Balm, Contour Stick, Highlighter Stick and Moisturising Lip Colour Balm, aligning with the current demand for multitasking beauty products that are low-effort to apply yet rich in color payoff and powered by skin-friendly formulas.
Appealing to existing customers and newcomers to the brand, particularly Gen Z and Millennials, Clinique x Crayola centers on color as a playful, highly personalized means of self-expression. The Clinique x Crayola collection includes a series of solid, swipe-on products, including Cheek Colour Balm, Contour Stick, Highlighter Stick and Moisturising Lip Colour Balm, aligning with the current demand for multitasking beauty products that are low-effort to apply yet rich in color payoff and powered by skin-friendly formulas.
Trend Themes
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Nostalgic Beauty Products — Reviving past trends with modern twists, nostalgic beauty products offer a platform for brands to blend retro aesthetics with contemporary features, appealing to consumers' longing for both the familiar and the innovative.
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Personalized Self-expression — The rise of personalized beauty tools reflects a shift towards makeup as a form of personal storytelling, heralding opportunities for brands to innovate with customizable, expressive colors and designs.
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Multitasking Makeup Solutions — With consumer interest in convenience and versatility, multitasking makeup products are in demand, pushing brands to create formulations that offer multiple functionalities without compromising performance.
Industry Implications
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Beauty and Cosmetics — The beauty and cosmetics industry is positioned for growth by developing collections that merge vivid colors with practical applications, catering to a clientele seeking both creativity and ease.
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Fashion and Lifestyle — Fashion and lifestyle sectors stand to benefit by incorporating playful and vibrant themes in their product lines, aligning with consumers' desires for more expressive and joyful personal style.
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Consumer Goods — The consumer goods industry can capitalize on the trend of joyful nostalgia by launching products that blend functionality with a whimsical touch, connecting emotionally with a broad demographic.
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