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Boots creates new premium and professional haircare category with introduction of ten new brands

18 October 2023
News Beauty
  • New haircare category introduces ten professional and salon brands to Boots customers, including Redken, L’Oréal Professionnel, Pureology and Wella Professionals.
  • Brands join Boots existing range of cult favourites including Philip Kingsley, Bumble and Bumble, Coco & Eve and ARKIVE to create new premium and professional category.
  • Over 400 new haircare products available on from today, alongside content-led haircare hub for expert haircare education and advice.
  • New Live True London x Boots salon-led retail space opens today.

Boots, the UK’s leading beauty retailer, has today expanded its beauty offering with the creation of a new premium and professional haircare category. Over 400 new products from ten professional and salon haircare brands are now available to shop on Redken, L’Oréal Professionnel, Pureology, OUAI, Briogeo, FUL, Matrix, Color Wow, Drybar and Wella Professionals will be new to Boots, and select brands will be rolling out into top stores over the coming months. The new brands join Boots existing customer-favourite ranges from the likes of Philip Kingsley, Bumble and Bumble, Coco & Eve and ARKIVE.

Haircare is a key pillar of Boots beauty offering with more than a third of customers (35%) having purchased a haircare product from the retailer in the last 6 months1. It now has over 2,500 haircare products available instore and online. Following a surge in customer demand for professional haircare, Boots has introduced new salon-grade shampoos and conditioners, and cult-favourite styling products, masks and treatments to its range to make them even more accessible for customers.

Today’s announcement comes as Boots continues to transform its beauty offering, which has resulted in overall market share growth in premium beauty since 20212. The creation of the new premium and professional haircare category means that Boots now stocks an extensive top-to-toe luxury beauty offering alongside its existing premium skincare, cosmetics, body care and fragrance ranges. It also maintains a breadth of choice with haircare available across all price points – its own-brand hair products start from as little as 75p.

Jenna Ward, Head of Beauty Reinvention at Boots: “Our customers trust Boots, and know that we will only bring them brands and products that we truly believe in. The launch of ten new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choice across our extensive haircare offering. We continue to innovate and transform our beauty offering at Boots and, with over 250,000 searches for premium haircare brands on in the last 18 months3, we knew this is what our customers wanted to see from us next.”

A new content-led haircare hub has also launched on today, with expert haircare education, inspiration and advice. An online salon locator available through will also help customers find their nearest salon offering L’Oréal Professionnel treatments and services.

Underpinning its authority in the professional and premium haircare space, Boots has also joined forces with independent hairdressers Live True London to launch a new salon-led retail space in Vauxhall (London), opening today. The new-concept Live True London x Boots space will combine a shopping area showcasing Boots haircare range with a fully functional hair salon, giving customers the opportunity to test and trial the new brands and products before buying. Operated by Live True London’s team, the salon offers a full treatment menu including styling, cuts and colouring for all hair types. It also features a trending area for customers to try the latest product launches and free consultations to help them find their perfect products. Boots Advantage Card holders can access an exclusive 20% saving on services and products at the salon until 20th November 20234.

premium haircare

Jenna continues: “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. As the home of beauty on the high street, Boots is uniquely placed to drive accessibility and availability of the most in-demand haircare products and advice, whilst also boosting recognition of the important role salon professionals play.”

Boots is also trialling a new ‘Haircare Specialist’ role in its stores – the team members will join its existing Beauty Crew and undergo in-depth training to offer personalised expertise and impartial product advice to customers across Boots premium haircare range. The new position will begin to roll out into selected Boots stores later this year.

Boots new premium and professional haircare range is available online on today and select brands will launch into largest Boots stores from November. With Next Day Click and Collect available at 1,600 stores, customers shopping anywhere in the country can access Boots full haircare range from their local store or pharmacy.

For more details on how to book an appointment at Live True London x Boots salon, visit


1 Based on proportion of Active Boots Advantage Card holders who have purchased 1 or more haircare product from Boots from 28th March-27th September 2023.

2 Based on market share data - 23rd January 2021-2nd September 2023.

3 Based on search term data – 1st March 2022 – 30th September 2023.

4 T&Cs apply. Offer only available at Live True London x Boots salon. Offer is available with select stylists only. This offer is not valid in conjunction with other offers. There is no cash value and it may be withdrawn at any time. Any additional services added during your appointment will be charged in addition to the ones selected at the time of booking.



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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