Asos is making a play for the lucrative beauty market, launching an app and exploring own-brand beauty opportunities.

The millennial-focused etailer is currently testing its beauty app with consumer panels. It aims to allow customers to try products before they buy.

The app will allow users to take a picture of themselves, creating an avatar of their face, which they will then be able to test different products on.

It will either function as an independent app or be included within Asos’ main app.

Boss Nick Beighton told Retail Week: “Beauty and grooming is something we haven’t been great at in the past.

“It’s really difficult because you don’t want someone to look like an Aunt Sally [doll].

“But we are testing it and the reaction’s been positive. And this applies to all the brands we sell so that’s where it’s different from what’s already out there.”

Beighton also told Retail Week that Asos “has considered” launching an own-brand beauty offer, although he was tight-lipped on details.

An Asos spokesperson added: “We have nothing to announce today.”

  • Watch out for the full interview with Asos chief executive Nick Beighton tomorrow morning