Online retailer Beauty Bay has launched a new cosmetics range, kickstarting with three new 42-shade eyeshadow color palettes that are both vegan friendly and cruelty free.

The range, named Colour Theory, is the first own-brand offering from the retailer and has been developed by the inhouse team.

According to a company press release, “Inspired by our most creative, trend-hungry, beauty-obsessed customers, Colour Theory is the first step in an exciting new adventure for BEAUTY BAY as we finally launch our own range of colour cosmetics.”

The three eyeshadow palettes are named Origin, Evolve and Identity, with each palette coming with a step-by-step application tutorial on how to build the look in six stages: base, transition, crease, liner, pop and highlight.