ASOS expands Face+Body beauty offer

By

Nigel TAYLOR

Published
Mar 23, 2023

ASOS is expanding its Face+Body beauty range in response to rocketing social media demand. Malin+Goetz, Megababe and The Beauty Crop are being added to the range this spring, taking it beyond 200 brands.

Specifically, viral TikTok trends are driving demand among 20-somethings for certain Face+Body ranges and specific products, according to the digital fashion retailer’s own data.

The #cleangirlaesthetic hashtag (encapsulated by dewy skin, rosy cheeks and minimalist make-up) has had 2.9 billion views on TikTok and made lip oils and products that can be used for multi-tasking, such as blushers, “a huge trend”. ASOS has also seen sales of cream blushes grow by over 600% in the last six months. 

The retailer cited the ‘TikTok effect’ for “dramatically” fuelling demand for individual products. Sales of The Ordinary Glycolic Acid 7% Toning Solution are up 130% year-on-year in the last six months after the product went viral last year.

A survey by ASOS of 2,000 UK adults conducted in December found that 69% of 20-somethings think it’s important to protect spending on cosmetics and toiletries even when times are tough. Make-up is ASOS’s fastest-growing category the last six months, with one product sold every four seconds. 

To respond to demand, the retailer has added 18 new Face + Body brands in the last six months. By the end of May that will widen to 210 brands.

Bernadette Sullivan, Face+Body Director, 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] adding more leading brands to our platform… so our customers know they can find everything they need at ASOS for every moment in their life.”

Meanwhile, ASOS will stage experiential pop-up events in Manchester (Arndale Centre 24 March), Liverpool,( Liverpool One, Paradise Street 25 March)  and London (Old Truman Brewery, Ely's Yard 26 March) to highlight its expanding Face + Body range. Visitors to the pop-ups will be able to use an interactive vending machine to get free product samples tailored to their needs and interests.

The event is being supported by nine of the top Face + Body brands sold by ASOS - Harry’s, L’Oreal Paris Elvive, NYX, Olaplex, Sunday Riley, The Ordinary, thisworks, Too Faced and Urban Decay.