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A blog by Jenna Ward - Head of Beauty Reinvention at Boots

18 October 2023
News Beauty

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!


What’s new at Boots? Find out the latest updates from the UK’s largest pharmacy-led health and beauty chain – from new products and services to important business developments.



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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