Compared to clothing, consumers are more likely to buy beauty products on impulse. With this in mind, retailers are branching out into beauty. Forever 21 and Revolve recently launched beauty sections, and most recently, clothing retailer Madewell announced its “Beauty Cabinet,” which sells minimalist brands like Herbivore and RMS as well as exclusive in-house products.

British online fashion retailer ASOS is upping the stakes with its own makeup line. The line features everything from matte lipsticks to powder bronzers, coated in millennial pink and etched with minimalist illustrations. Every item costs less than $20.

In the US, the online beauty world is already saturated with options from mass distributors like Amazon and Sephora, which distributes 60% of beauty brands tracked by L2. In the UK, however, competition is less fierce due to the absence of Sephora. Already known for its global two-day delivery service, ASOS recently launched ASOS Instant, which allows London consumers same-day delivery, and hinted that it hoped to add more zip codes in the near future. However, will the fact that the makeup line lives solely online work for it or against it?

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