How to impress the Senior Beauty Buyer at Asos

From pitch pet peeves to the winning categories of 2021, Cosmetics Business asks Asos' Senior Beauty Buyer what impresses her when a brand approaches and how Asos is competing with pure play beauty e-tailers

Katrina Fulluck

With more than 200 cosmetic brands bringing some 10,000 products to its e-commerce site, Asos is underlining itself as a beauty retailer that's out to compete – and it's proving to be a romping success.

For its half-year interim results, Asos reported record sales for its face and body category with triple-digit growth of 114%, and sparked rumours that it could be considering connecting with Feelunique or Cult Beauty.

And on the back of two new major beauty deals with Huda Beauty and Lush, Cosmetics Business asks Asos' Senior Beauty Buyer Katrina Fulluck, what it takes the land a space on its virtual shelf and how to approach the Gen Z jewel of British retailing with a brand pitch.

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