Though it’s light-years overdue, ASOS have launched their first ever make-up range. How ASOS managed to keep this under wraps is beyond us. But, somehow they have. On sale from mid-September and retailing between £5-10, it’s certainly going to give Barry M some** **competition.
ASOS tells us that they, ‘want to empower 20-somethings to confidently be themselves, however they choose to do so,’ and that they, ‘believe your face and body are a canvas, an adventure in individual self-expression, an opportunity to experiment and play.’ With that in mind, they’ve produced a pigment rich range of lip products, liquid liners, mascaras, blushers and bronzers that (regardless of their pink packaging) are gender-neutral. The collection focus is on colour, rather than complexion, with the bulk of the range available in vivid hues. Though, there are a handful of liquid lipsticks that are convincing 'nude' shades.
With that in mind, they’ve produced a pigment rich range of lip products, liquid liners, mascaras, blushers and bronzers that (regardless of their pink packaging) are aiming to be gender-neutral. The collection's focus is on colour, rather than complexion, with the bulk of the range available in vivid hues. Though, there are a handful of liquid lipsticks that are convincing 'nude' shades.
On the topic of the collection’s look and feel, the brand has opted for a chubby pink design with black illustrations. The highlighters and mascaras fit in your hand like the thickness of a permeant marker pen, while the powders have chunky magnetic closures that make them feel more expensive that they are.
The colours are, as you’d expect from ASOS, bold. The metallic blue eyeliner has extreme staying power, which makes it perfect for a long night of sweaty dancing. And the blusher, which I tried in a warm rose hue, only needs to be dabbed a little to go a long way. The same goes for the roll-on highlighters, which are rich and creamy with a thickly glittered base note.
The launch of this new range is in conjunction with ASOS overhauling their whole beauty and grooming offering. Switching it up to stay with the times, the British-based online store is making the category genderless and renaming it Face + Body. To celebrate this new twist, they will be launching a 'Face + Body box' also. For £12 a month they will send you an edit of the categories hot takes, like Birchbox it has a subscription format but unlike some other monthly membership delivery boxes, all the products will be full-size.
Though this initial offering is strong with some great products (looking at you: liquid lipsticks and bronzer) don't expect the quality of Nars or the colour range of Sleek. This is a first stab at in-house produced make-up for ASOS and for its price point it's a very convincing first step.
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This article originally appeared on The Debrief.