ASOS to launch own beauty line

Picture: ASOS PR


The beauty industry is one of the most competitive markets out there, with outrageous luxury products and beauty gurus constantly on the search for drug store dupes; it seems that every retailer now is trying o break in to the beauty business.

Closely following in the footsteps on H&M and Primark, it’s now the turn of ASOS to launch their own beauty line – and it looks promising.

ASOS already stocks a variety of brands on their website, from high end Nars, to drugstore NYX, but this line will be solely their own products.

Picture: ASOS / PR


If the promo pictures of the launch are anything to go by, it looks like we should expect a lot from this collection – including satin and matte lipsticks, lip liners, two powder blushes in coral and rosy pink, bronzer, twist up pencil eyeliners, metallic liquid liners in gold and cobalt blue, two cream high lighters in champagne and gold shimmer and volume mascara.

The packaging is pretty, clean and simple in pale pink and black, and I like the cute doodles on the product (like the lips in the lip liners and lashes on the eye liner).

After ASOS’s previous campaign to not photo-shop or airbrush models, I’m glad that the brand is keeping up with their body confidence and gender equality mantra, as both male and female models, from a variety of different background and ethnicities were used for the campaign.

The line is predicted to launch on September 20 with prices rumoured to be under £20, bargain!

What do you think of the collection?

What is your favourite beauty retailer brand?


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