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Boots adds TikTok sensation Made by Mitchell to its beauty lineup

03 July 2024
News Beauty
  • Made by Mitchell will be widely available on the high street for the first time as it launches in 95 Boots stores and online on today 
  • The range is amongst 25 new beauty brands joining the Boots line-up this summer including Supergoop!, LANEIGE, Beauty of Joseon and The Beauty Crop 
  • Boots continues to grow its beauty presence on UK high streets, with bigger beauty halls and an ever-growing team of Beauty Specialists 

Wednesday 3rd July 2024: Boots, the UK’s leading beauty retailer, is bringing even more brands to beauty lovers across the country. Today, it announces the arrival of TikTok-trending brand Made by Mitchell, launching online on today and into 95 stores nationwide throughout July. The arrival of Made by Mitchell is the latest in a series of high-profile beauty brands landing at Boots, with recent launches including Supergoop!, LANEIGE, Beauty of Joseon and The Beauty Crop. 

Founded by acclaimed makeup artist Mitchell Halliday in 2020, Made by Mitchell is known for its distinctive, vibrant cosmetics and is one of the most sought-after brands on TikTok thanks to iconic products like Blursh Balm and Curve Case. Alongside the brand’s most popular products, Boots customers can also get their hands on a Made by Mitchell Mystery Bag, containing a curated selection of surprise Made by Mitchell goodies. Featuring six full size products, the Mystery Bag is worth at least £60 but is available for just £25 on

Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots, said “As the home of beauty on the high street, we are committed to bringing the very best brands to our customers and we are delighted Made by Mitchell has joined our selection of over 500 beauty brands at Boots. It is our mission to make the most in-demand products more accessible, and after taking social media by storm we are thrilled to bring Mitchell’s iconic cosmetics to our beauty aisles for customers to test, swatch and play.” 

Mitchell Halliday, Founder of Made By Mitchell, said “To partner with Boots is a major milestone moment for Made by Mitchell and something we have dreamed of since the beginning. Our shared brand values, and the unrivalled accessibility Boots can offer, mean that people all over the country now have the opportunity to try our products. As a makeup artist myself, being able to shop products in-store, try out different shades and feel the textures has always been so important and I am so excited this will now be an option for our customers nationwide.” 

The launch of Made by Mitchell, which is amongst 25 new beauty brands arriving at Boots this summer, comes as Boots continues to overhaul the beauty shopping experience in its stores. Following the successful makeover of over 170 stores to date, selected Boots beauty halls are now getting bigger and better. Throughout the summer Boots will grow the footprint of thirty of its beauty halls to accommodate new open furniture, trending areas, discovery stations and live demonstration zones, as well as even more beauty brands.   

With a huge choice of brands and products to shop from, customers in need of advice can speak to Boots growing team of in-store Beauty Specialists. There are now over 1,200 Boots Beauty Specialists available in stores across the UK who are uniquely placed to offer personalised advice, brand-neutral recommendations, and product tips across hundreds of beauty and skincare brands. 

Made by Mitchell launches on on Wednesday 3rd July and will be available in 95 Boots stores nationwide throughout July. With over 80% of the UK living within a 10-minute drive of their local Boots store, and next day Click and Collect available at over 1,600 stores, trending beauty has never been more accessible. 


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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and around 1,900 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 31 May 2024