Boots brings beauty from screen to shelf with launch of trending cosmetics brands Catrice, Essence and SheGlam in stores nationwide  

• Boots launches three of TikTok’s most talked about brands – Catrice, Essence and SheGlam – with SheGlam available on the high street for the first time 

• Trending global brands Tirtir and Sacheu will be available in-store with an expanded product range  

• Over 400 new cosmetics lines are landing at Boots this summer  

21st August: Boots, the nation’s favourite beauty retailer,¹ cements its place as the go-to destination for trending, viral and affordable cosmetics with the arrival of three new in-demand beauty brands Catrice, Essence, and SheGlam. These vibrant, trend-led brands add to Boots’ accessible and affordable beauty range – promising hidden gems, beauty must-haves and new launches without breaking the bank.  The new brands will be available online on 13th August and roll out into selected stores throughout August.  

• Catrice: A clean-beauty, cruelty-free and vegan brand, Catrice delivers exceptional quality at an unbeatable price, with reviews that speak for themselves. Known and loved for its Aqua Splash Grip Primer and viral Under Eye Brightener, Catrice is one of the most in-demand cosmetics brands of the moment, with over 26m views on TikTok this week².   

• Essence: This award-winning brand is celebrated for its innovative, affordable, and cruelty-free beauty. Starting from as little as £1.29, Essence's product range offers fun, functional products that deliver big on performance without the hefty price tag, including its Lash Princess mascaras and popular Juicy Bomb Shiny glosses. 
• SheGlam: A bold and colourful beauty line crafted for and by beauty fans, SheGlam’s range of fun and creative cosmetics includes the viral Pout-Perfect Lip Plumper and Colour Bloom Liquid Blush that come in a variety of fun shades and formats. SheGlam’s exclusive launch at Boots marks the first time this buzz-worthy beauty brand will be available in the UK. 

Boots is also adding more products to its existing cosmetics brands. Leading global beauty brands Tirtir and Sacheu both launched at Boots earlier this year under its new accelerator programme - which identifies and rapidly brings the biggest viral and emerging new brands to the high street - and are increasing their product ranges at Boots following huge demand.  

Sacheu is expanding its range to include more product lines for eye, cheek and lip, such as its Cheek STAY-N and Brow & Freckle STAY-N, which will launch in over 90 Boots stores. Meanwhile, K-Beauty brand Tirtir, famed for its game-changing Red Cushion Foundation, will be available on the UK high street for the first time, launching in 30 Boots stores nationwide. Shoppers can test and trial its range of 23 foundation shades, alongside other new, viral-worthy products like the Glide and Hide Blurring Concealer and Waterism Glow Tint. 

With over 400 new cosmetics lines launching over the summer, the arrival of these trending viral brands in-store reinforces Boots’ commitment to understanding and serving the evolving needs of today’s beauty customer, bringing them the products they love, right where they shop, be that online or in-store.   

Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots said “Boots is proud to be bringing a growing lineup of socially native, trending beauty brands to the high street. Beauty lovers want to test, trial, and play before they buy, and now they can experience some of the most buzzworthy, viral brands in person at Boots stores nationwide. By staying closely tuned into emerging trends and listening to what our customers want to see on our shelves, we’re continuing to elevate our beauty offering, making the latest social media sensations more accessible than ever.” 

The new launches come as demand for cosmetics at Boots continues to grow³. Mascara, foundation, concealer and lipstick remain popular, as trending product categories such as lip stains, skin tints and setting sprays emerge⁴. The best-selling cosmetics at Boots (by volume) include Maybelline Lash Sensational Sky High Mascara, e.l.f. Power Grip Primer, L'Oreal Paris Setting Spray and Collection Colour Lash All Day Wear Colour Mascara.⁵ 

Boots is home to an unrivalled choice of over 500 beauty brands in-store and online. Customers can explore the latest social media-trending products on the Boots App or boots.com, with next day Click and Collect available at over 1,600 store locations.