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Boots announces next stage of Beauty Reinvention…starting with the launch of Huda Beauty

22 January 2020
Feature Brand

Following a transformative year in beauty, Boots is announcing the next phase of its bold plans to reinvent beauty on the high street, starting with the launch of global make-up sensation Huda Beauty.Additional revamped beauty halls will also open across the UK this Spring, bringing customers even more new beauty brands, some of which are landing on the UK high street for the very first time.

Joanna Rogers, Trading Director and VP of Beauty at Boots says “2020 will be another big year for Boots Beauty, and what better way to start the year than with the beauty phenomenon Huda Kattan bringing Huda Beauty to Boots online and in stores across the UK, making yet another iconic brand more accessible for our customers to explore.”

Huda Kattan, Founder and CEO of Huda Beauty, adds, “We’re super excited to be launching Huda Beauty in Boots. Boots are an incredible retailer and we are so thankful to them for their support and belief in our brand and vision.   Our global expansion has been very quick and to now be partnering with Boots to bring Huda Beauty to the high street is both humbling and mind blowing!  We’re so proud that we can truly spread the love across the UK & Ireland.”

2020 will see revamped beauty halls introduced to 60 more stores across the UK, in addition to the 29 stores that were refitted with new beauty halls in 2019, removing traditional beauty counters and replacing them with open furniture, trend driven zones, play stations, discovery areas and live demonstration zones.

Joanna Rogers said, “Last year Boots launched 36 incredible new brands, including Fenty Beauty, Florence by Mills, Morphe and The Ordinary.  This Spring we will introduce even more new brands including Huda Beauty, Givenchy and Kendall Jenner’s Moon Dental range, and some really exciting new launches coming soon for No7, the UK’s number one skincare brand, as well as Boots own ingredients-led skincare range. Customers will also see exciting new brand launches in haircare and self-selection cosmetics as we continue to offer more and more choice for all our customers”.

In addition to the 350 Boots Beauty Specialists who were recruited and trained in 2019, this year will see the Beauty Crew grow to 1000 specialists, offering customers unbiased advice across all brands from premium to mass cosmetics.  A new in-depth training programme helps them advise customers on skin tones and types, as well as the science of skin. Specialists also receive empathy training – a unique program based on emotions and empathy – which will allow the Beauty Crew to really understand the needs of our customers.

HUDA beauty will be available on from Tuesday 28 January and will appear in selected Boots stores from the end of January.


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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and 2,100 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 30 November 2023