Asda launches EXCLUSIVE hair and beauty ranges inspired by K-Beauty and luxury trends

Asda has announced the launch of its Exclusive skincare and haircare brands, Glow Theory and Luxe Lab, launching nationwide in the beauty aisles of Asda stores and online.

Inspired by the rise of beauty trends such as K-Beauty, demand for Korean skincare continues to grow in the UK. Whilst research shows that 21% of Gen Z already use K-Beauty products¹, 78% currently purchase products through social media platforms such as Instagram and TikTok². Asda is helping make the sought-after ranges more accessible, by bringing premium, trend-led beauty products directly to its supermarket shelves.

Asda has worked with its trusted suppliers over the last year to incorporate some of the most in-demand ingredients into the new ranges. Launching at competitive price points, shoppers no longer need to compromise on quality when looking for great value, and can pick up their full skin & hair care routines under one roof with prices starting from as little as just £4.00 per product.

Glow Theory is Asda’s modern skincare brand grounded in the belief that healthy skin is not accidental, but the result of understanding, balance, and consistency. Blending intelligent formulas with a stripped-back, honest approach, Glow Theory focuses on proven ingredients that support skin function and reveal a natural, confident glow over time.

With an 8-step routine landing as part of the brand’s launch, customers will find vegan-friendly formulas throughout, as well as familiar, clinical-style, premium ingredients like Centella, Rice Extract, Collagen, Ceremide, Hyaluronic Acid and PDRN. Often found in beauty ranges of more expensive brands, products include:

Glow Theory Cloud Foam Cleanser, 150ml, £5.00
Glow Theory Glazed Milk Cleanser, 100ml, £5.00
Glow Theory Melt The Day Away Cleansing Balm, 50g, £6.00
Glow Theory Glass Skin Hydra Cream, 50ml, £5.00
Glow theory Radiant Renewal Gel Peel Mask, 100ml, £5.00
Glow Theory Radiance Repair Serum, 30ml, £5.00
Glow Theory Pout Perfect Peptide Lip Treatment, 10ml, £4.00
Glow Theory Clarifying Pads, 60pcs, £5.00

Asda’s NEW Luxe Lab brand, rooted in advanced hair science & innovative formulas, takes haircare to new heights with premium quality at affordable, Asda prices. An accessible haircare brand for customers who seek science-driven results, it aims to build long-term loyalty through its unique performance, modern methods and real results; created to deliver healthier, stronger and more radiant hair without compromise.

Made in England with no sulphates, silicones or mineral oils, and with cruelty-free formulas, the range has been designed to cater for various hair needs and styles. Three collections, one obsession – there are 12 products landing in total across three sub ranges; Bounce Boost, Colour Lock and High Shine, supporting curly, coloured and moisture-lacking hair. With four products in each collection creating a total routine for customers, they aim to deliver accessible, salon-like results from the comfort of home.

A lightweight yet powerful range that cleanses, strengthens and restores hair without leaving behind residue or build-up, key ingredients like Keratin, Glyceryl Cocoate, Argan Oil, Silk Proteins, Peptides, Collagen Protein, Hyaluronic Acid, Pro-Vitamin B5, Alfalfa Extract and Bamboo Extract can be found throughout the range:

Bounce Boost

Maximum volume, all day lift. For fine, flat or limp hair that needs a serious boost

Luxe Lab Bounce Boost Shampoo, 250ml, £4.97
Luxe Lab Bounce Boost Conditioner, 250ml, £4.97
Luxe Lab Bounce Boost Root Lift Spray, 250ml, £5.97
Luxe Lab Bounce Boost Hair Mousse, 200ml, £4.77

Colour Lock

Vivid colour protection from wash to wash. Fade resistant with a rich, glossy finish
Luxe Lab Colour Lock Shampoo, 250ml, £4.97
Luxe Lab Colour Lock Conditioner, 250ml, £4.97
Luxe Lab Colour Lock Hair Mask, 275ml, £4.97
Luxe Lab Colour Lock Leave In Conditioner, 250ml, £5.97

High Shine

Mirror-like gloss and frizz defence. For hair that demands attention in any light.

Luxe Lab High Shine Shampoo, 250ml, £4.97
Luxe Lab High Shine Conditioner, 250ml, £4.97
Luxe Lab High Shine Hair Halo, 250ml, £5.97
Luxe Lab Scalp Serum, 90ml, £5.97

Asda’s Exclusive brands, Glow Theory and Luxe Lab, are available to shop now in stores nationwide and online at Asda.com.