ASOS brings beauty category to life with immersive London pop-up
Online retail giant ASOS is taking its fast-growing Face + Body category offline for the first time with the launch of an immersive pop-up experience in London.
Opening in Bloomsbury on 14 February for one day only, House of Face + Body is designed to spotlight the online retailer’s biggest viral products, cult favourites and exclusive bundles in a physical, hands-on setting. The activation builds on strong momentum in the category, which has delivered standout growth over the past year, including triple-digit gains in Korean Beauty.
ASOS has recently added 30 new brands to its beauty line-up, reflecting growing customer demand for trend-led discovery. New arrivals include TikTok-favourite Gisou and Korean brand LANEIGE, alongside established names already stocked on the platform.
The pop-up will feature brands such as Charlotte Tilbury, Gisou, KIKO Milano, Kylie Cosmetics and Sol de Janeiro, brought together in what ASOS describes as a “playful beauty playground”.
Visitors can take part in a series of bespoke activations, including a LANEIGE “At-Home Facial” station offering expert-led skincare rituals, a KIKO Milano lip bar with shade-matching services, and a Marc Jacobs fragrance walk-through showcasing the full scent collection.
Gisou’s honey-infused haircare range and Kylie Cosmetics’ Cosmic 2.0 Eau de Parfum will also be on display, alongside an ASOS gift shop retailing bestselling and new beauty launches.
Bernadette Sullivan, Director of Face + Body at ASOS, said: "House of Face + Body is designed for beauty lovers who want to get hands-on, to swatch, smell, test and discover. It's a celebration of the brands and products our customers are obsessed with, brought together in one immersive space."
Loyalty members have already been invited to book timed slots, with additional walk-in availability throughout the day, subject to capacity.
