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British beauty-lovers, rejoice! Cult French makeup brand Bourjois is back and about to hit the shelves at Superdrug. We grieved the loss of the cult products when they were discontinued in 2019 but can now relaunch our noughties makeup routine as the beauty staples are making a comeback.
Sold in the UK for decades, Bourjois was that friendly face in the beauty aisles that you could always rely on. Generations of people trusted the brand to lead them through their teenage years and beyond, without splashing too much cash to get their hands on the iconic products.
Yet Coty, the company that owns Bourjois, cited reduced sales as a reason for the brand's closure in the UK. While the beauty powerhouse also owns Rimmel, Max Factor, CoverGirl, and Sally Hansen, it purchased a stake in Kylie Cosmetics for $600 million just months before it announced that Bourjois was being discontinued. It seemed that trusted vintage brands were struggling to keep up with the influx of celebrity- and influencer-backed labels.
Yet loyal fans refused to let it go. As news broke of the discontinuation, plenty of people began stockpiling that Little Round Pot Blusher. Even with no products on the shelves, an estimated five million people in the UK were still using Bourjois products in 2020. Now that's a hardcore fanbase.
After two years of no restocks, Bourjois is back by popular demand exclusively at Superdrug. One fan told her Twitter followers: "BOURJOIS IS BACK IN THE UK (sadly not all of it) AND I AM ABSOLUTELY BESIDE MYSELF"
Although, not every single product is making a return. The famous Chocolate Bronzing Powder seems to be missing from the collection, but we can get our hands on some of our other favourites. Ahead, see the Bourjois staples back on the Superdrug shelves and website where they belong.