ASOS, the online British fashion retailer, is expanding its reach into beauty even further in 2026 in a bid to boost sales, enhance brand loyalty and, crucially, become a one-stop-shop for consumers’ needs when it comes to putting a look or trend together.
Following reported successful sales within its face and body division in 2025, the e-tailer is honing in on its beauty offering in 2026 with a stronger high-low brand strategy, while also aiming to blend a seamless digital journey with more immersive physical opportunities to drive growth.
Shopping high-low refers to the trend of mixing high-end or designer fashion items with more budget-friendly, high-street items to create an accessible, stylish look, and the movement is as prominent in beauty.
And with ASOS’ 190 listed beauty brands spanning budget to premium names, the fashion giant believes it has a right to win in this arena, helping it edge closer to becoming a more prominent beauty destination with UK shoppers.
Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year's new and improved Pure Beauty Awards 2026. Click here for more information.
It is also a smart move as more cosmetics brands now look to fashion-led stores to reach new audiences due to shelves at specialist beauty retailers becoming overcrowded.
“The beauty customer is a really loyal part of our customer base, she shops more frequently than the fashion customer,” says Bernadette Sullivan, Director of Face + Body, at ASOS.
“From a face and body perspective, what we are trying to do is replicate what our customers’ make-up bag or bathroom shelf looks like.
“We really want to replicate what they see day-to-day, because in the same way our customers do high-low on fashion [shopping], they are definitely doing high-low on beauty, so we are trying to [tap into] that across all categories – make-up, skin care, hair care and fragrance.”
ASOS was a part of the team that helped relaunch Topshop last year
Tapping into the high-low beauty movement
ASOS delivers a ‘hero’ collection online every month, and from a fashion perspective this is trend-driven, based on what is going on in the market.
The company then curates a complementary edit of high-low face and body products that hone into that
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.