Zara is making a big splash in the beauty business, working with British makeup artist Diane Kendal. Currently living in New York City, Kendal is the beauty product consultant and makeup artist for Marc Jacobs Beauty, and has developed product lines for Calvin Klein Cosmetics. She is also favored by Poenza Schouler, Tory Burch and Tom Ford.

Zara Beauty launched globally last Wednesday with its own beauty-specific in-store presentation. According to Zara beauty director Eva Lopez, the goal for the brand was simple: inclusivity. “Our ambition was to create a collection that anyone, regardless of gender, skin color, age, or personal style will want to use,” she says. “Somebody that wants a classic, softer makeup look can find their products, and somebody that’s more experimental can find the colors they need to create that, too,” continues Kendal, adding “we wanted to appeal to everybody.”