Asos has expanded its Face + Body range, exceeding more than 200 brands by the end of May as “viral trends and products drive demand”.


Asos is adding 200 more brands to its Face + Body range

The retailer has confirmed it will add brands including Malin + Goetz, Megababe and The Beauty Crop among others to its online offering.

Asos said the expansion of its Face + Body offering follows a hike in demand as a result of “viral TikTok trends”, according to its own research.

Asos said it has seen sales of cream blushes increase by more than 600% after the product went viral on social media last year, as well as sales of The Ordinary’s Glycolic Acid 7% Toning Solution jumping 130% year on year.

The retailer said makeup has been its fastest-growing category over the last six months, with one product selling every four seconds.

Following a survey of 2,000 adults in their 20s in the UK, Asos concluded that 69% “think it’s important to protect spending on cosmetics and toiletries” despite the cost-of-living crisis.

The retailer also announced the opening of “experiential” pop-up shops in London, Liverpool and Manchester later this week, allowing shoppers to use an interactive vending machine to get personalised product samples.

Asos director of Face + Body Bernadette Sullivan said: Self-care is more important than ever for our 20-something customers, who we know want to protect their spending on Face + Body and fashion even when times are tough.

“That’s why we’re excited to be adding more leading brands to our platform as we continue to grow our Face + Body offer, so our customers know they can find everything they need at Asos for every moment in their life.”

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