Following its launch debut in 2025, Breakout Beauty UK is back; ready to help scale the UK’s most exciting high potential beauty brands and deliver meaningful commercial impact across the industry. 

The programme returns bigger than ever this year with £1million in support value from the best in the beauty business, and a line up of legendary beauty entrepreneurs, offering unique and personalised guidance. 

Boots, the UK’s favourite beauty retailer, returns as primary anchor partner, alongside expert partners, TikTok Shop and Bird & Bird. The programme also welcomes new business partners IFGlobal,  Amcor and CEW UK.

This year will see extensive star-studded support from a legendary group of beauty entrepreneurs. Ambassadors include Dragons’ Den guest Susie Ma, and TV presenter Rochelle Humes. They are joined by a world class Beauty Board including TikTok Shop sensation, Mitchell Halliday, Michael Douglas, Oriele Frank, Ning Cheah, and Jamelia Donaldson.

“Breakout Beauty UK was created to give ambitious founders the kind of access, expertise and opportunities that typically take years to build. The impact we saw in our first year — from retail listings to investment interest — proved just how powerful the right support network can be. For 2026, we’re scaling the programme significantly, bringing in even more partners and deeper expertise to help the next wave of beauty entrepreneurs build multi-million-pound brands and become the names everyone is talking about.” Paul Finch, Breakout Beauty UK Chief Architect & Growth Studio Co-Founder.

Designed by Growth Studio, the accelerator programme attracted over 200 applications from ambitious beauty founders across the UK. Twelve finalists were selected to participate in six weeks of transformational expert support, designed to fast-track their growth and retail readiness. Two standout brands were selected for the prize worth £350,000, including Make Waves, who have since successfully rolled out their products in 300 Boots stores across the country, and  ByErim who have now launched in 50 Boots stores, showing the powerful potential for brands to successfully scale from the programme. 

Grace Vernon, Head of Ignite, Foresight and Trends at Boots, said: “As the UK’s favourite beauty retailer, we are passionate about bringing our customers the very best of beauty by supporting breakthrough talent and giving new brands a platform to grow. Launching a brand is more accessible than ever, yet scaling it sustainably can be much more of a challenge. That’s why programmes like Breakout Beauty matter. They help founder-led brands understand the key elements of making a brand successful – not just creating virality but building something that also has longevity.  We are incredibly excited to be sponsoring Breakout Beauty for the second year. The calibre of talent that’s already come through the programme is incredibly high, so we can’t wait to discover the next generation of standout beauty brands.”

Now expanded to a ten-week intensive accelerator, Breakout Beauty UK will deliver even deeper expertise and hands-on growth support for market-ready beauty founders, poised to scale into multi-million-pound businesses and become the brands everyone is talking about.

With the support of industry experts, founders will learn to refine a winning retail strategy, grow community and sales, attract media and drive investor attention. The programme culminates in a high-profile pitch to a room of experts, investors, and retail buyers. Importantly, the accelerator remains fully funded, meaning selected startups pay nothing to participate.

With total programme support worth over £1million including a prize value worth £850,000, one Grand Prize winner will launch into 50 Boots stores, with additional marketing support featuring mentoring sessions with senior Boots leaders and a TikTok Shop prize featuring dedicated platform support, creator matchmaking, reduced fees and fulfilment benefits.

One Breakout Beauty UK runner-up will receive a prize package featuring a boots.com launch with additional marketing support, including mentoring sessions with senior Boots leaders, plus a TikTok Shop prize designed to accelerate their growth on the platform.

Applications for Breakout Beauty UK 2026 open on 22 April 2026. Once ten finalists are selected, the programme will commence in July and culminate in October 2026.