Asos will open an immersive pop-up shop in London to showcase a variety of viral beauty products and enable customers to buy exclusive bundles from its Face + Body category.

Asos said the Bloomsbury pop-up shop, called House of Face + Body, will highlight a variety of brands including Charlotte Tilbury, Gisou, KIKO Milano and Kylie Cosmetics.

There will also be a number of activities and services on offer, including an at-home facial station offering skin care advice, a lip bar to enable customers to match shades, and a fragrance walk-through to test perfumes.

The online retailer said the pop-up builds on the category's huge momentum, which saw “standout” growth over the past year. This includes triple-digit gains on Korean Beauty products.

Due to the increased demand, Asos has expanded its product line with 30 new brands, including Korean beauty brand LANEIGE.

“House of Face + Body is designed for beauty lovers who want to get hands-on, to swatch, smell, test and discover,” said Bernadette Sullivan, director of Face + Body at Asos. “It's a celebration of the brands and products our customers are obsessed with, brought together in one immersive space.”

Last week, Asos announced it has upskilled around 100 designers in generative AI (genAI), giving them access to a new tool that can turn their sketches into realistic photos.

Using the tool, Asos said its designers can instantly explore different colours, fabrics and variations.

The company added that these tools can help designers communicate their ideas more clearly with suppliers and improve the accuracy in first time samples while reducing waste.

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