ASOS expands Face + Body range and launches pop-up as viral trends drive demand

ASOS is adding to its Face + Body category and launching a series of pop-ups to capitalise on the growing demand from viral trends and products on social media.

According to ASOS, viral TikTok trends are driving interest around a variety of beauty looks, products and brands. In particular, the #cleangirlaesthetic hashtag has over 2.9 billion views, driving engagement around dewy skin, rosy cheeks and minimalist makeup. As a result, the retailer has seen sales of cream blushes increase over 600% in the last six months.

The 'TikTok effect' is also boosting demand for individual products, with sales of The Ordinary Glycolic Acid 7% Toning Solution up 130% year-on-year since the product went viral in 2022.

In response to the viral trends, ASOS is making over 210 brands available with a series of new launches in April and May 2023, including Malin + Goetz, Megababe and The Beauty Crop.

Bernadette Sullivan, Face + Body Director at ASOS, 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."

ASOS began selling beauty and grooming products in 2004 and rebranded the category to Face + Body in 2017. Today, the retailer stocks over 13,000 individual products from around 200 brands.

To highlight its expanding Face + Body range, the retailer is hosting a series of experiential pop-ups at Liverpool, London and Manchester from 24-26 March 2023.

• Manchester - 24 March at Manchester Arndale.
• Liverpool - 25 March at Liverpool ONE.
• London - 26 March at Old Truman Brewery.

As part of this, visitors will be able to use an interactive vending machine to get free product samples "tailored to their needs and interests". The pop-ups are being supported by L'Oreal Paris Elvive, NYX Cosmetics, Olaplex, Sunday Riley, The Ordinary, thisworks, Too Faced and Urban Decay - all of which are sold on ASOS.