ASOS has opened its first ever shoppable House of Face + Body event location, bringing its fast-growing beauty category to life with an immersive pop-up in Bloomsbury.

The ‘House of Face + Body’ marks a milestone for the online retailer, debuting its digital beauty offer into a shoppable physical space for the first time.

The pop-up, which opened on 14 February, is designed as a hands-on ‘beauty playground’ where shoppers can test, swatch and buy viral favourites and exclusive bundles.

Featured brands at the event include Charlotte Tilbury, Gisou, Kiko Milano, Kylie Cosmetics, Sol de Janeiro and Korean skincare name Laneige.

Interactive elements include a Laneige At-Home Facial station offering expert-led skincare rituals, a Kiko Milano lip bar with shade matching, and a fragrance walk-through from Marc Jacobs featuring scent testing across its collection.

Products such as Gisou’s honey-infused haircare range and Kylie Cosmetics’ Cosmic 2.0 Eau de Parfum are also showcased.

An on-site ASOS gift shop allows visitors to browse and purchase bestselling and new beauty launches, making it the retailer’s first fully shoppable ‘House-format’ event.

“House of Face + Body is designed for beauty lovers who want to get hands-on, to swatch, smell, test and discover,” said Asos director of Face + Body, Bernadette Sullivan.

“It’s a celebration of the brands and products our customers are obsessed with, brought together in one immersive space.”

The launch follows strong momentum for Asos’ Face + Body category over the past year, with the retailer reporting standout growth including triple-digit gains in Korean beauty.

The debut comes as the business has recently added 30 new brands, expanding its appeal among trend-led beauty shoppers.

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