I actually don't remember any of that, either. They must have added that stuff after I stopped playing, because I don't remember it being there on launch or soon after.
Yeah, they added it sometime after launch. If you go to the BL2 store page in Steam, for example, today you will see a decent sized list of cosmetic DLC available for purchase (along with some very basic level 1 loot DLC). Some of it may be free now, haven’t checked in a long time, but they were definitely charging for it in the past.