ASOS is launching its own millennial pink make-up line

The online retailer's new beauty collection is already predicted to sell-out

ASOS has unveiled its very own line of beauty products.

The 20-something focused online retailer’s debut make-up collection will be available from 20 September at an affordable price tag of under £12.

Beauty fans can expect millennial pink packaging, whimsical illustrations and 46 shades of bold products from lipglosses, to matte lipsticks, contouring palettes, eyeshadows and eyeliners.

According to ASOS, the collection is about “embracing and expressing the full range of who you are” and aims to empower its target audience to “confidently be themselves, however they choose to do so”.

Each shade aims to reflect a version of who its wearer is and how they are feeling with names such as: Overqualified, Decisive, Current Mood and Uncompromising.

In addition to the new collection, the retailer is renaming its beauty section to ASOS Face + Body in a bid to be more gender neutral.

In keeping with ASOS’ self-expression messaging, the collection’s campaign imagery features a diverse range of models representing different from body types, races and genders.