Boots has had a pretty phenomenal 18 months. The health and beauty retailer has introduced well over 50 new brands and launched countless initiatives, including its Makeup Exchange Policy [1], a partnership with The Hygiene Bank [2], and a beauty product recycling scheme [3]. It looks like 2021 is going to be just as impressive when it comes to beauty at Boots, because there are some epic new brands and products landing in stores and online this year.
The continuing expansion of brand offerings at Boots comes as part of the huge 2020 beauty reinvention [4], which included the revamping of 60 Boots beauty halls across the United Kingdom, in an effort to move away from traditional beauty counters and replace them with interactive stations. Obviously the pandemic has had a huge impact on Boots and this new interactive strategy, but the health and pharmacy retailer quickly switched gears by offering customers the same service virtually with its successful beauty consultations. [5] Despite the challenges this year might bring, the brand is already setting us up for some great beauty shopping moments.
So, whether you're a grab-and-go-whilst-picking-up-a-prescription buyer or an endless-online-scroll beauty shopper, there are plenty of new products launching at Boots this year to get you excited. Check out the new brands that are launching in the first half of 2021 at Boots, ahead.
Kylie Cosmetics
When Kylie Jenner announced on Instagram that her makeup brand was relaunching with "clean and vegan" formulas, she let a little secret slip: Kylie Cosmetics is coming to Boots later this year. Whilst no other details of the launch have been revealed, you can sign up to the waiting list [6], ensuring you're one of the first in the country to get your hands on one of her Lip Kits.
Bobbi Brown
Bobbi Brown is the latest brand to join the impressive beauty line-up at Boots. From 20 Aug., the iconic brand with hero products including the Smokey Eye Mascara (a personal favourite of mine), Face Base, and Long-Wear Weightless Foundation, is now available to shop at Boots.com [7] and Boots.ie, as well a via click and collect. Bobbi Brown is set to launch into select Boots stores later this year.
Allies of Skin & PSA
Is it Christmas already? We think so because Allies of Skin [8] and its sister company PSA [9] have both landed at Boots. In 2016, founder Nicolas Travis launched Allies of Skin after suffering from acne as a teenager. His goal was to create clinical-strength, effective, and transparent products, which he did. Fast forward to 2020, and PSA its sister brand was born. PSA (Purposeful Skincare by Allies) strives to give the same results at an affordable price tag.
Kopari
If you love the smell of coconuts, then you are going to want to nab every Kopari product off the Boots shelves when the brand arrives on 16 June. Made in Southern California, the bath-and-body brand is entirely coconut based, which means you'll find the ingredient used in some way in every single product it offers. The brand's hero product, the Kopari Coconut Crush Scrub, not only smells delicious, but also leaves skin so smooth and hydrated, you can skip body cream afterwards thanks to the coconut oil in the formula. Our US editors highly rate the brand new Kopari Pink Soufflé Body Mask [10], which launched in the States earlier this month, and we'd be amiss if we didn't tell you that the Kopari Coconut Deodorant [11] is one of the best aluminium-free formulas we've ever used. As you can maybe tell, we are very excited for this new Boots addition.
Erborian
Erborian is a French-Korean skin-care brand that uses herbs found in traditional Korean medicine in its formulas. Whilst the brand has an entire range of creams, lotions, and serums, those with light to medium skin tones will know the brand best for its CC creams (sadly, none of the formulas come in dark shade). There's a traditional CC cream formula, as well as one that brightens the skin, and one that counteracts redness (shown here). The Erborian CC Red Correct is a green-tinted moisturiser that, when blended over your skin, changes into a beigey-taupe colour that will adapt to most light and light-medium skin tones.
Glow Hub
Glow Hub [12] launched in June 2020 and has had the industry talking ever since thanks to its bright packaging, thoughtful formulas, and inclusive messaging. If you're looking to try a new cleansing balm [13], a mask stick [14], or a spot treatment [15], Glow Hub is available now online at Boots.
Rhyme & Reason
If sustainable hair care is a bit of you, then you'll love Rhyme & Reason [16]. The eco-friendly brand uses 100 percent recycled packaging, is vegan and cruelty-free, strives to use mostly naturally derived ingredients, and is a member of the international movement 1% For the Planet [17], donating one percent of profits each year to environmental causes. Shop Rhyme & Reason in stores and online from 1 Feb.
The Inkey List Hair and Scalp Care
The Inkey List [18] skin care is a POPSUGAR favourite, and the new hair- and scalp-care products [19] have fast become a favourite of ours, too. That's why we're over the moon that we're now able to pick up products like the Salicylic Acid Exfoliating Scalp Treatment and Chia Seed Curl Defining Hair Treatment during our next trip out. The Inkey List hair and scalp care launched in stores and online on 1 Feb.
Dr. Jart+
You've probably heard of the various Dr. Jart+ [20] skin-care innovations, in particular the Tiger Grass Color Correcting Treatment, and soon you won't have to trek around fancy London stores or shop dedicated beauty sites to find the latest products. Dr. Jart+ launches online on 10 Feb and in stores from 10 March.
Bliss
Founded in 1996, United States beauty brand Bliss [21] has been extremely tricky to get hold of in the UK — until now. You can shop Bliss online from 10 March and in stores from 12 April. Get ready to try some fun new skin-care products, people.
Versed
Versed [22] really piqued UK beauty enthusiasts' interest in 2020 thanks to its no-fuss, smart formulas and brightly coloured (dare we say it, millennial) packaging. What we love about Versed is that much like The Inkey List, the products and the intended uses are pretty self-explanatory, so there is less of the skin-care confusion and more of the impressive results. Versed launches online and in stores 12 April.
Uoma Beauty
Another brand coming to us from across the pond (we honestly cannot believe our luck!) is Uoma Beauty [23]. Founded by Sharon Chuter [24] (who also headed up the #PullUpOrShutUp Challenge [25]), Uoma Beauty set out on a mission to create a truly inclusive brand, launching with 51 shades of foundation. Uoma Beauty will be available online from 15 April and in stores around the same time.
Aveeno Gentle Moisture+ Rose Water & Chamomile Blend Shampoo & Conditioner
Also launching at Boots in February is Aveeno's new hair-care range, which includes six different shampoos and conditioners all formulated around the brand's singiature soothing ingredient: colloidal oats. And while some formulas are better for drier hair and others curly or fine, what the shampoos and conditioners all have is common is that they're gentle and focussed on treating and taking care of your scalp as well as your hair. They're also all safe for sensitive skin types. "The new formulas are sulphate free and pH balanced, respecting the scalp and hair's natural pH levels by gently cleansing hair without stripping it of its natural oils and helping to maintain a healthy moisture balance for the scalp," trichologist Stephanie Sey, who partnered with the brand for the launch, said about the range.
We're looking forward to trying the Aveeno Gentle Moisture+ Rose Water & Chamomile Blend Shampoo [26] (£9) and Aveeno Gentle Moisture+ Rose Water & Chamomile Blend Conditioner [27] (£9), but if you have thick and curly hair, the Frizz Calming+ Almond Oil Shampoo and Conditioner is worth checking out.
George Northwood Undone
We are so excited for George Northwood's new brand Undone [28] launching at Boots, which is available in-store and online now. Hairstylist to the stars, George Northwood knows a thing or two about effortless, undone hair, and now he wants you to achieve the look at home with the help of his shampoos, conditioners, and styling products.
Drunk Elephant
Yep, you heard that right, Drunk Elephant is launching both online and in-stores at Boots [29] on 9. March. The US-based brand made waves here in the UK thanks to its bright, quirky packaging and high-performance formulas. There are no further details on what products will be available first but we'll update this once we have further details.
Skin Proud
Skin Proud [30] launched in April 2020 with a focus on being effective yet affordable, all whilst embracing skin conditions, texture, and pores. [31] And did we mention the packaging is really cute, too? Previously only sold on ASOS, Skin Proud is now available online at Boots and in-store from 26 April.
OPI
The Boots nail polish selection just got even more exciting (and that little bit harder to restrain yourself from buying all the shades!) because OPI just launched into the health and beauty retailer [32]. A total of 40 OPI shades has landed on Boots.com, along with cuticle care and nail treatments. With a 224 percent year on year increase of nail product sales for Boots, we expect OPI to be a huge hit.
Anastasia Beverly Hills
Good brow days are ahead because Anastasia Beverly Hills [33] dropped at Boots in-store and online in April. Fine felt tip pen? Clear gel? Pomade? Classic pencil? ABH has you covered!
Patchology
Sometimes the answer to a stressful day is a face and foot mask in front of the TV with a glass of wine in hand, and that's exactly what you can get with Patchology [34] — no, seriously the brand even has rosé-themed masks. These little pick-me-up products are now even easier to get your hands on since they launched in Boots.
Emma Hardie
Emma Hardie [35] doesn't really need an introduction does it? Pretty much anyone who is into their skin care knows that the Emma Hardie Amazing Face Moringa Cleansing Balm is elite when it comes to cleansers.