Asos has unveiled its first color cosmetics line, according to a reports published by Refinery 29 and Teen Vogue. The range will be available to shop from September 20.

The online fashion retailer’s collection will initially comprise 46 shades of highly pigmented products, including liquid lip stains, matt lipsticks, contouring palettes, shimmer eyeshadows and highlighting chubby sticks. And, as per the range’s official name, Asos Face + Body, the retailer is expecting to launch body make-up and glitter from early next year.

Packaged in the shade of the moment, millennial pink, each pack also carries a cute line drawing in black. The range is said to be suitable for any gender, is targeted at 20-somethings, and is said to encourage ‘self-expression’, providing an ‘opportunity to experiment and play’. The launch campaign stars Richie Shazam, Jazelle and Chen Liu, faces painted with bright and highly creative looks.