Stella McCartney is one of the luxury fashion industry's leading female designers who turned her take on sharp tailoring and modern feminity into a global brand. The designer is a lifelong vegetarian, and her brand is a pioneer of sustainability. Sustainability shapes the company's policies, its business model, and its brand message, and is a global benchmark for sustainable, ethically-minded businesses. 

​

The Stella McCartney brand has consistently been expanding its product ranges throughout the years, most recently venturing into vegan and cruelty-free skincare in 2022. Parallelly, according to Statista, the Natural Cosmetics market worldwide is projected to increase from $12 billion to $18 billion by 2028. For this reason, this project proposes that Stella McCartney will launch a vegan and cruelty-free cosmetics range, made with natural ingredients and ethical manufacturing processes, that reflect the brand identity and brand message of Stella McCartney.