London, 28 August 2026: ASOS has expanded its fragrance offer with a series of new launches across the world of scent, including Orebella, Ellis Brooklyn and AllSaints Fragrance.
The new additions broaden the ASOS fragrance portfolio across premium, fashion-led and emerging brands, forming part of ASOS’ ambition to make fragrance easier to discover online through inspiring brand choice and accessible formats including discovery sets, travel sprays, body mists and smaller bottle sizes.
With 17 million active customers globally, ASOS has a significant opportunity to help a large, highly engaged fashion audience to discover new scents and add fragrance into their baskets alongside their fashion purchases.
This year the business has also launched a new event series to bring scent and beauty discovery to life through its House of Face and Body pop-ups. The first House of Face and Body, held in Central London in February, included a Marc Jacobs fragrance walk-through, allowing customers to test a number of iconic smells. In June the London Lido pop-up in Shoreditch focused on bringing the world of Coach fragrances to customers and hero mists as a trending format featuring Orebella. Further in-person activations are now set to follow providing new opportunities for ASOS to inspire fragrance discovery.
Kerry Ashton, Director of Face + Body at ASOS, said: Expanding the brand portfolio across fragrances marks an exciting step for ASOS as we give our customers even more reasons to come to us for scent discovery. Adding these brands in a number of formats allows customers to explore and play with fragrance, supporting our ambition to become an inspiring destination for fashion lovers to discover their next favourite scent.
About ASOS
Founded in 2000, ASOS has 17 million active customers in over 150 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands, including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in‑house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.