British supermarket chain Asda is expanding into the beauty industry with the launch of a new make-up range through its George range, with prices starting at just £2.

Featuring 156 products and set to launch this weekend, the company has added products such as contour kits, highlighters, a mascara and an eyeshadow palette, with all the products catering to the mass market and coming in under £6. The products have luxe-feel white and black packaging with gold lettering. 

The new launch will challenge the successful budget beauty industry within the UK, with other supermarket chains such as Aldi and Lidl also achieving success with their own-brand make-up ranges.