In recent years there has been a real focus on beauty transformation at Boots. As the UK’s leading beauty retailer, I am proud of the work we are doing to make incredible beauty more accessible, inclusive and available to everyone. Our ambition is to continue growing our offering, focusing on modernisation and improving customers’ experiences when shopping beauty at Boots. This mission led us to create the new premium and professional haircare category at Boots.
I am delighted that for the first time Boots can offer an extensive top-to-toe premium beauty offering to customers. Alongside our popular premium skincare, cosmetics and fragrance ranges, our new haircare category introduces over 400 products from ten must-have brands to our beauty line-up. Brands never-seen-before at Boots including Redken, L’Oréal Professionnel, Pureology, Wella Professionals and OUAI have joined our existing range of customer-favourites, including Philip Kingsley, Bumble and Bumble, Coco & Eve and ARKIVE, to create a new haircare category for our customers to explore.
Joining forces with independent hairdressers Live True London to create a salon-led retail space in Vauxhall underpins Boots authority in this space. The foundation of our partnership is a set of shared values – much like Boots, Live True London provide a premium beauty offering along with authentic, expert advice in a friendly and approachable environment.
Whilst Boots is uniquely placed to drive accessibility and availability of the most in-demand haircare products, I feel strongly that we also have a role to play in boosting the recognition of the important service and expertise salon professionals provide. By partnering with Live True London, we are able to bring Boots customers the very best haircare advice, product recommendations and inspiration straight from experts on the salon floor.
I am proud that Boots continues to give people more exciting reasons to shop for beauty. We have big plans to continue revolutionising our offering, including the launch of our new concept beauty-only store at Battersea Power Station, joining the rejuvenated premium beauty halls already available in over 170 stores across the UK. Watch this space!