Fauna is a cruelty free cosmetics company that allows beauty lovers to express themselves without compromising their values or the environment
Personal Story
My name is Séarlait Hickey, and I am a second semester senior at Farmingdale State College. I am a huge animal person and grew up with a bunch of different animals. Growing up I always loved Art and being creative. My love of art lead me to experimenting with makeup and nail art. I love the freedom and creativity that comes with it. I have such a love and fascination with the beauty industry. I currently work as a beauty advisor at Sephora where I assist people in buying beauty products. This ties in with my idea for senior project, which is a cruelty free cosmetic company.
The problem
Consumers increasingly seek beauty products that align with ethical values, yet many options still involve animal testing or animal-derived ingredients. Fauna addresses this by offering cruelty-free, vegan cosmetics, empowering consumers to make compassionate choices without compromising quality.
The Research
Solution
Fauna is a brand that prides itself on its beliefs and high quality makeup products. Fauna is a cruelty free and eco friendly cosmetic company that dedicates itself to creating products that are not only beneficial to the customer but to the environment. Fauna went through an extensive process involving in depth research on ingredients, client behaviors, and sustainability to ensure all customers are getting the best quality and standards. It is important to Fauna’s brand that they are transparent about where their products are made and what they are made of. It’s very important to the Fauna brand that all their products are made not only sustainability but ethically as well. Fauna prioritizes their customers and their customers beliefs and goals when it comes to their beauty regime. Fauna wants to empower and inspire their consumers to express themselves through makeup and moral choices. Fauna wants to make a difference in the lives of everyone on the planet including all animals and wildlife to ensure peace, happiness and creativity.
The products
Fauna offers a line of cruelty-free cosmetics crafted with a commitment to ethical beauty. Each product is carefully formulated to deliver quality and effectiveness without compromising on animal welfare or environmental responsibility. By choosing cruelty-free ingredients and sustainable practices, Fauna aims to provide a guilt-free beauty experience that aligns with the values of conscious consumers. The importance of Fauna’s products lies in their role in redefining beauty standards, proving that effective cosmetics can be both kind to animals and eco-friendly. Fauna empowers individuals to make beauty choices that reflect their compassion for the planet and all its inhabitants.
Fauna’s cream blush collection offers a trio of pink shades, each crafted to give a natural, radiant flush that enhances all skin tones. The first shade, “Soft Fawn” is a gentle pastel pink that blends seamlessly into the skin, creating a delicate, dewy look reminiscent of the soft blush on a fawn’s cheeks perfect for a fresh, everyday glow. The second shade, “Petal Sparrow,” is a medium pink with warm undertones, inspired by the vibrancy of sparrows, providing a buildable color ideal for any occasion. The third shade, “Wild Rose Lynx,” is a rich, deeper pink that mimics the intensity of wild rose petals, adding a bolder flush that’s perfect for evening or dramatic looks. Formulated with nourishing, plant-based ingredients, each blush is designed to be easily blendable, giving the skin a healthy, luminous finish, while the eco-friendly, reusable packaging reflects Fauna’s dedication to sustainable beauty.
Fauna’s lipstick line combines simplicity with ethical elegance, offering three versatile shades: clear, brown, and pink. Each lipstick is crafted with high-quality, natural ingredients, free from harsh chemicals and synthetic dyes, ensuring a nourishing experience with every application. The clear shade named Jellyfish Sting is perfect for a subtle, glossy finish that enhances the natural lip color, making it ideal for everyday wear. The brown shade named Cocoa Bear provides a warm, earthy tone, suitable for both casual and evening looks, and complements a wide range of skin tones. The pink shade named Flamingo Blossom adds a fresh pop of color, giving a soft, radiant appearance for a vibrant yet refined look. Packaged in eco-friendly, biodegradable tubes, Fauna’s lipsticks reflect a commitment to sustainable beauty, allowing customers to indulge in high-quality, cruelty-free cosmetics that embody both style and ethical values.
Fauna’s “Blue Bliss” eyeshadow palette brings the serene beauty of the natural world to your makeup routine with three striking, shimmering shades. The first shade, “Sparrow,” is a warm tan with a soft, golden shimmer that reflects the earthy elegance of sparrow feathers, perfect for a subtle, everyday look or as a base to complement bolder colors. The second shade, “Peacock,” is a vibrant turquoise with iridescent undertones, inspired by the dazzling hues of peacock feathers, adding a refreshing pop of color that stands out beautifully on the lids. The third shade, “Bluejay,” is a deep, mesmerizing blue with a shimmering finish, capturing the bold spirit of the bluejay, ideal for creating depth and adding drama. Each shadow in the Blue Bliss palette is made with skin-loving, cruelty-free ingredients, offering a buttery texture that’s easy to blend. Housed in sustainable packaging, this palette embodies Fauna’s commitment to ethical beauty without sacrificing quality or style.
Introducing Turtle Tide, a striking teal eyeliner from Fauna, the cruelty-free cosmetic company dedicated to sustainability and beauty. Made with all-natural ingredients, this eyeliner is gentle on sensitive skin while delivering bold, long-lasting color inspired by the serene hues of ocean waves. The name honors the majesty of sea turtles, reflecting Fauna's commitment to protecting wildlife and the environment. Perfect for making your eyes pop, Turtle Tide is proof that beauty can be both stunning and ethical. Embrace your creativity with a product that looks good and does good!
Personas
Personas are a very helpful and informative step a company can take to better understand their customers. By having personas a brand can look back on the personas they made when making big decisions. Looking over your personas goals and pain points can help a brand such as Fauna improve their decision making in order to fulfill their customers needs and wants. Fauna has taken the steps to enhance their customer experience. Fauna has narrowed their personas down to three individuals. Each person is labeled either primary, secondary, or tertiary. Ranking is done based on who Fauna deems is their target client. These individuals are unique in their own way but share a common quality that allows them to all be interested in purchasing from Fauna.
The Competition
Fauna sets itself apart from competitors like Tarte, Milk Makeup, and Bite Beauty by offering a more comprehensive commitment to ethical beauty. While other brands focus on cruelty-free and clean beauty standards, Fauna emphasizes a truly holistic approach that covers every aspect of production. From responsibly sourced ingredients to innovative, sustainable packaging, Fauna goes beyond the industry’s eco-friendly norms. Additionally, Fauna is transparent with its customers, providing insight into each step of its ethical choices, ensuring consumers feel empowered and informed. This makes Fauna more than just a cruelty-free brand it’s a movement towards genuinely sustainable beauty, offering consumers a deeper, more meaningful connection to their products and their values.
Visual Strategy
Fauna had a couple ideas for how they will visualize their brand. They will combine different elements that best represent their brand such as color scheme, playful imagery, and depictions of animals and nature. Being a cruelty free, eco friendly brand it’s crucial to show that animals and the environment are a big component of Fauna’s brand. As far as nature goes, showing different plants and herbs used to create the products help to show that their brand is organic and clean. Showing animals in a positive and safe way will also show that their safety and wellbeing is an important value of Fauna’s brand.
Primary Logo
Alternative Logos
Color Palette
Advertising
Advertising is a very important and crucial way of not only promoting your brand but getting more exposure and potential customers. For Fauna, it’s important to emphasize their compassion for animals and the positive impact of choosing ethical products. Customers should feel empowered knowing their beauty choices align with their values. Fauna’s story will focus on the joy of looking and feeling/ looking good while making a difference.Fauna will tell their story through a couple different outlets. The first and most important will be through social media. Such media outlets such as instagram, X, Facebook and Tik Tok. Social media is the most effective way of getting people to discover your brand. Tying together with social media, having an influencer/ celebrity promote fauna will also open the doors to potential customers as they trust this individual.Fauna had a couple ideas for how they will advertise their brand. They will combine different elements that best represent their brand such as color scheme, playful imagery, and depictions of animals and nature.
Conclusion
Building Fauna has been a journey rooted in the belief that beauty should be as kind to the world as it is to the wearer. In creating a cruelty-free brand, we aim to redefine what it means to feel good about our choices without compromise. Through mindful ingredients, ethical practices, and a commitment to transparency, Fauna stands for beauty that respects the earth and its creatures. As we look to the future, our mission remains clear: to continue raising standards in the beauty industry while inspiring our customers to embrace conscious beauty. Thank you for joining us on this journey toward a more compassionate and inspiring world of cosmetics.