Asos adds Huda Beauty, Wishful and Kayali fragrances to beauty offering

The beauty deal cements Asos’ position as a competitive beauty player and will complement its fashion line-up

Online retail giant Asos has ramped up its position as a competitive beauty retailer by inking a retail deal with Huda Beauty’s empire of cosmetics and fragrances.

From today, Asos will stock products from Huda Kattan’s coveted Huda Beauty, Wishful skin care and Kayali fragrance brands.

The move will complement the group’s fashion offering that is a hot-spot for online shopping among Gen Z and Millennial customers.

To mark the launch, Kattan will make an appearance via asos.com, to give shoppers beauty tips and talk them through her favourite products.

“It’s official, I’ve launched at Asos,” said the influential beauty mogul.

“I’m super excited that Asos customers can now shop our all-time best-selling beauty faves.

“Keep your eyes peeled for plenty of selfie-worthy beauty hacks and a couple of special appearances from me too.”

Kattan is also continuing her ‘Huda Hackathon’ with the online retailer in a week-long TikTok takeover, who will appear alongside her sister Mona to share beauty looks and hacks.

To date, Asos stocks more than 200 beauty brands and 10,000 products via its online platform.

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