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Boots UK unveils its biggest ever make-up makeover

30 May 2018
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Boots has been inviting customers to share its #FeelLikeNew beauty experience as it’s unveiled in over 2,200 stores across the UK and ROI.

Boots has been investing in its beauty customer experience to offer the latest products, looks and advice in self-selection cosmetics, introducing a range of new brands, including CYO, L’Oreal Age Perfect and Obsession in the majority of its UK stores.

The new brands and merchandising units started to be introduced into Boots stores in January in one of its largest merchandising projects to date, with more stores being completed weekly until the programme’s completion in the summer.

As one of the UK’s leading retailers for cosmetics, the new-look cosmetic areas will make it even easier for Boots customers to shop the latest looks and trends and find the products they want. In-store colleagues will also be on hand to offer customers support, inspiration and advice.

Elizabeth Fagan, Senior Vice President and Managing Director of Boots, said: “We know that our customers love trying out new products, looks and trends so we’re investing in one of our biggest beauty merchandising projects to date to further innovate in our store environment, and improve our customers’ experience when shopping for self-selection cosmetics with us.

“We’ve created a dynamic new space for our customers to shop and experiment, and we’re creating this new experience in all of our stores with beauty; from our biggest flagships right through to our smallest high street stores.

“As part of this investment in the look and feel of our cosmetics area, we’re also delighted to launch three exciting new brands in Boots alongside our current iconic beauty brands , which together with the very best inspiration from our team of expert colleagues, will help us continue to be the leading destination for beauty on the high street.”

The new merchandising units have been carefully designed to meet the needs of customers and have been based on customer insights, offering a modern beauty space and sporting brand new, bespoke, modular furniture, which is more flexible to incorporate and adapt to new and emerging beauty trends. Customers will also enjoy improved make-up lighting, more mirrors and a wider range of test products to enhance their beauty experience.

This is the first time that cult beauty brand CYO is landing in stores in the UK and it’s exclusively available at Boots. CYO will give customers the freedom to create inspirational make-up looks with a range of smart, versatile and fun products, at affordable prices.

The scale of the operation has included installing the new brands and kit into even the most remote Boots stores, including all the way in Lerwick on the Shetland Isles. Here are some key stats from the project:

  • 2,249 stores in total will have a beauty refurbishment
  • Involving 19 iconic cosmetics brands, including L’Oreal, Rimmel, Max Factor, Sleek MakeUP, Bourjois and more.
  • Lined up, the new modules that are being installed would stretch out for over 20km
  • On our busiest week, we installed the new units in almost 200 stores – that’s almost 1,500 new modules being fitted in just one week
  • The majority of the work is being done overnight, with more than 21,000 night shifts in total

Boots was recently awarded Beauty Retailer of the Year the Sunday Times Style Beauty Awards, the largest consumer beauty awards in the UK with over a million votes cast in total.



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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