Asos has launched its first own-brand beauty and grooming range, called Asos Make-Up, in a bid to increase its market share in the category.
Asos Make-Up is a 46-piece range featuring lipsticks, contouring palettes, eyeshadows, highlighters and bronzers. Prices range from £5 to £12.
Asos has sold third-party beauty products for many years. However, earlier this year, it amalgamated its men’s and women’s beauty and grooming buying teams and decided to make an own-brand push.
“We hadn’t really focused on beauty and grooming, as we called it then, and [yet] it was doing well,” Asos chief executive Nick Beighton told Drapers.
“We looked at what other people were doing and it wasn’t that engaging. We thought we could do a great job as it’s an extension of the fashion experience.”
He added: “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.”
Last week analysts predicted that Asos will soon overtake Marks & Spencer’s market valuation, in a “seminal moment” for the retail industry.
Asos was valued at £4.98bn, compared with M&S’s £5.08bn.