New Look will enter the market with Pure Colour, a 100-piece debut cosmetics collection

New Look has just launched a cosmetics range – good news for budget-conscious shoppers

Beauty is big business. It’s no coincidence that during the recession the companies consistently reporting growth were beauty brands. It hasn’t come as a surprise, then, that high street stores have jumped on the wagon, eager to provide their fast-fashion consumers with a cosmetic fix.

In-house beauty brands are a clever concept providing customers with an outlet to satisfy their clothing, accessories and beauty needs all under one roof. Topshop was first to the market with a collection that launched in 2010.

Miss Selfridge followed this year with a more limited range of fragrance and body products. This week New Look will enter the market with Pure Colour, a 100-piece debut cosmetics collection.

All the bases are covered, with eyeshadow, mascara, lipstick, foundation and nail polish included in the range. But this isn’t just a quick-fix collection, because formula has been thoughtfully considered too: the eyeshadows come with crease-resistant pigment; foundations come with SPF15 and anti-oxidant minerals; and the lipsticks contain a vitamin E moisturising formula.

The price-points have major appeal. The starting price is £1.99 – that’s less than the price of a Pret sandwich. Good news for the customer looking to buy into the latest trends, which are changing more rapidly than ever. At New Look at least they won’t be left out of pocket. Pure Colour is about fun. The collection is bright, affordable and on-trend.