ASOS expands fragrance portfolio with new brands and discovery formats

ASOS has expanded its fragrance offering with a series of new launches, including Bella Hadid’s Orebella, Ellis Brooklyn and AllSaints Fragrance.

The additions broaden the retailer's fragrance portfolio across premium, fashion-led and emerging brands, while giving customers more ways to explore different scents.

ASOS is also expanding its range of accessible formats, including discovery sets, travel sprays, body mists and smaller bottle sizes.

Kerry Ashton, Director of Face + Body at ASOS, said: "Expanding the brand portfolio across fragrances marks an exciting step for ASOS as we give our customers even more reasons to come to us for scent discovery.

"Adding these brands in a number of formats allows customers to explore and play with fragrance, supporting our ambition to become an inspiring destination for fashion lovers to discover their next favourite scent."

The expansion comes as consumers increasingly experiment with fragrance rather than relying on a single signature scent. Lookfantastic this week highlighted the rise of the "fragrance wardrobe" - a collection of scents chosen to suit different moods, personalities, occasions and seasons.

Fragrance layering is also gaining traction as consumers combine different scents to create more personalised fragrance profiles, while formats beyond traditional eau de parfum, such as hair perfume, are also attracting growing interest.

With 17 million active customers globally, ASOS has a sizeable audience through which to introduce new fragrance brands and formats.

The retailer has also introduced a new event series aimed at bringing fragrance and beauty discovery into physical spaces through its House of Face and Body pop-ups.

The first House of Face and Body event, held in Central London in February, featured a Marc Jacobs fragrance walk-through, giving customers the opportunity to test a selection of the brand’s scents.

In June, a London Lido pop-up in Shoreditch focused on Coach fragrances, while Orebella was used to showcase body mists as a trending fragrance format.

Further in-person activations are planned, giving ASOS additional opportunities to introduce customers to fragrance brands, formats and emerging trends.