ASOS has announced the launch of its first own-brand makeup line including lipsticks and lip-glosses, contouring and blusher palettes, eyeshadows, metallic eyeliners, mascara, and bronzers.
The collection currently consists of 46 shades across all products, named after various moods and qualities of women including “Determined”, “Principled”, and “Uncompromising”.
Items are presented in matte millennial pink packaging with black line illustrations of eyes and lips.
To celebrate the launch of the collection, ASOS is releasing a new beauty campaign featuring Richie Shazam, Jazelle, and Chen Liu and highlighting the importance of inclusivity and that makeup is for all genders.
Prices start from £5 and the collection will be available online under the new ASOS Face + Body section of the website from mid September.