Online fashion retail giant Asos has branched out to beauty with the launch of its own-brand beauty range, which will go on sale from tomorrow.
Called Asos Make-Up, the 46-piece range features lipsticks, contouring palettes, eyeshadows, highlighters and bronzers.
Prices will range from £5 to £12.
While Asos has sold third-party products for many years, but this is the first time they are branching out with their own products.
It comes after it amalgamated its men’s and women’s beauty and grooming buying teams earlier this year as part of its plans to increase its market share in the sector.
In an interview with Drapers, Asos chief executive Nick Beighton its own-brand beauty range “could do a great job as it’s an extension of the fashion experience”.
“It is really important for us to be able to stand behind this ethically – we needed to know exactly what is in it and how it was tested,” he added.
Asos will launch the new collection with a new “Go Play” campaign that features a group people in their 20s with diverse beauty looks.
Asos is also working with Snapchat on a special lens that will allow customers to recreate some of the looks from the campaign, and them to test augmented reality technology to virtually try on makeup.