Fast fashion brand Missguided breaks into beauty with 148 skus

By Becky Bargh | Published: 18-Jan-2021

The new competitively priced cosmetics range complements the chain’s affordable apparel line

Fast fashion brand Missguided has broken into the beauty category with an extravagant 148 skus.

Featuring 25 product types, the competitively priced line – with prices ranging from £6-£12 – mirrors Missguided’s affordable apparel offering, focusing on three product categories: face, eyes and lips, to create a full make-up look.

In keeping with beauty’s inclusive outlook, Missguided’s hero Meet Your Match Demi-Matte Foundation is available in 25 shades, alongside a selection of contour sticks and liquid concealers.

Meanwhile, shoppers have a choice of 20 colours for its Gimme Lip Lipstick line in matte and gloss finishes.

As well as brow and mascara essential products, the brand has tapped into trending beauty looks of yore with its Frecks Appeal Freckle Pen, Multi-Use Dew Gloss and Hi-Lit Liquid Highlighter.

“We’re all about our customer and she’s telling us we can do more than just give her the apparel that makes her look and feel great , she’s giving us permission to extend that to her beauty regime,” said Nitin Passi, Missguided’s founder and CEO.

“And this first Missguided beauty range carries the spirit of what she knows we do best, premium quality without a premium price tag.”

For the campaign launch, Missguided has cast its staff members alongside a model line-up.

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