Over the weekend, we transformed our Face + Body category into an immersive two-day pop-up experience in an elegant townhouse at the heart of Central London.
House of Face + Body opened on Friday with early access for press, talent and A‑Listers, drawing 130 talent and press and a circa 400 visitors including 40 premier customers across the full weekend. The event drove discovery, trial and engagement across skincare, makeup, body, haircare and fragrance. By bringing our biggest beauty names together under one roof, we mirrored the all-in-one experience customers enjoy when shopping these categories on site.
After collecting their exclusive membership card from the concierge, which outlined everything they could explore, guests headed in to test a curated selection of viral favourites and just‑dropped essentials from Charlotte Tilbury, Gisou, KIKO Milano, Kylie Cosmetics and LANEIGE as well as a line‑up of bespoke, hands‑on activations including:
- LANEIGE At-Home Facial station with expert-led skincare consultations
- KIKO Milano lip bar with personalised lip combinations
- Marc Jacobs fragrance walkthrough with scent profiling across the full collection
The ASOS gift shop, where customers could shop IRL rounded off the experience, showcasing bestselling and newly launched products.
Beyond the excitement of bringing our beauty world into a physical space, this pop‑up marked a pivotal moment for Face + Body. The category has had huge momentum this year, with triple‑digit growth in Korean beauty and more than 30 new brands landing on-site, and this activation helped show how ASOS is becoming a go‑to for beauty discovery, not just fashion. Although Face + Body has featured in our previous pop-ups, this was our first time delivering a shoppable standalone experience for customers, and we're already planning our 2026 activation calendar to build on this success.
A huge thank you to everyone involved in bringing this activation to life, including the teams working behind the scenes and all those who worked on site to keep the event running all weekend. Check out our socials for more coverage from the weekend! https://www.instagram.com/reel/DUxx0YsCIcA/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
