ASOS Is Launching Its Own Makeup Line — and Everything Is Under $20

Makeup junkies, we have some important news to brighten up your Tuesday: ASOS, seller of expensive-looking things that aren’t actually expensive, is launching its very own cosmetics line. To clarify: the e-tail site already features a beauty section — recently relaunched as ASOS Face + Body — which is home to a curated selection of products from brands big (NARS, Stila) and cultish but small (Frank Body, Barry M, The Ordinary). Come September 20, these outsourced options will be joined by ASOS’ house line, ASOS Makeup.

Image: ASOS Makeup ASOS Makeup’s debut collection will feature a total of 16 products (including bronzer, blush, highlighting sticks, eyeliner, mascara, ultra-pigmented lipsticks) and 46 shades. According to Allure, the offerings are “creamy,” “delectable” and very easy on the wallet. (True to ASOS form, every item rings in under $20.) To herald the launch of its new makeup line, ASOS hired a diverse group of influencers — including Richie Shazam, Jazzelle Zanaughtti and Chen Liu — to star in its #ASOSGoPlay campaign (coming soon to a social media platform near you). ASOS’ move follows a growing trend of makeup brands enlisting men to market their wares. (Think James Charles for CoverGirl, Manny Gutierrez for Makeup Geek and Ofra Cosmetics and Frank B. for Milk Makeup.) We can barely contain our excitement. Preview the collection in the gallery below, mark you calendars for September 20 and keep an eye out for ASOS Makeup’s second drop, currently scheduled for January 2018. [ via Cosmopolitan ]