Last Autumn, Asda launched its first major own-label beauty range under the George brand. More than consumers would expect from a supermarket, the core range features trend-led products including a four-colour highlighter palette, gel nail colours and a variety of matte liquid lipsticks. Ahead of summer, Asda has updated the range with 21 new products, here’s our pick of the latest collection: 

George Metallic Lip

George Metallic Lip and Matte Lip from left to right: Coco Loco, Belle and Clique


Metallic Lip and Matte Lip

What: Liquid lipstick

RSP: £4.50

Thanks to the influence of reality TV star and lip-kit mogul Kylie Jenner, this lipstick formula has exploded in popularity in recent years. Asda has added two new metallic shades: Belle is a magenta with a silver sheen and Clique is a golden bronze. Coffee shade Coco Loco joins the range of Matte finish liquid lipsticks. All colours come in chunky gold packaging with a doe-foot applicator. 

George Eye Velvet

Eye Velvet clockwise from top left: Unicorn Dreams, Alaskan Sky, Mermaid Kisses and Mulberry Nights


Eye Velvet 

What: Eyeshadow 

RSP: £2.00

Available as single colours or to buy as part of a customisable palette, these shadows are “rich in pigment and infused with Vitamin E for a smooth and light application” according to Asda. Four new pastel shades have been added: turquoise Unicorn Dreams, dusky pink Mulberry Nights, mother of pearl white Alaskan Sky, and lilac Mermaid Kisses. 

Fountain of youth: beauty & suncare category report 2018

George Matte Lipsticks

Matte Lipsticks in Bellini and Flame on


Matte Lipstick

What: Lipstick 

RSP: £3.00

This formula applies as a cream but quickly dries to give a matte finish in order to deliver long-lasting lip colour with fewer reapplications throughout the day.  There are two new shades for summer: hot pink Flame On and warm peach Bellini. The lipsticks are in a twist-up rose gold package and carry a light tropical scent. 

George Nail Polish

Long Lasting Nail Polish in Vitamin Sea and Rich List


Long Lasting Polish

What: Nail polish 

RSP: £2.00

Asda has added five new bright, nude and metallic shades to this durable nail polish range including matte taupe Cashmere, bright turquoise Vitamin Sea and metallic pale sand Rich List. The polishes come in a mini 5ml glass bottle. 

Fountain of youth: beauty & suncare category report 2018