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Boots recouples with Love Island as beauty partner

20 May 2022
News Brand
  • Boots is proud to be the official beauty partner for ITV2’s Love Island for the second year
  • The retailer will be seducing islanders with all the beauty must haves they need for a sizzling summer in the villa, including NEW brands 17 and Makeup Revolution
  • “Better Be Ready to Find the Ones” marketing campaign launches to amplify the partnership
  • Last year, Boots saw the ‘Love Island effect’ with a 61% increase in sales of Fenty*, as well as brands such as Liz Earle (44%) and Boots Glow (34%)

Boots has revealed it has found the one and will be coupling up with ITV2’s Love Island for the second year. The partnership will see Boots stock the villa with even more irresistible beauty must haves than last season, including fragrance, makeup, skincare, haircare, grooming products and leading sun protection brand Soltan. Plus brand-new product categories for 2022 include fragrance, dental, nails, toiletries and travel health.

The exclusive beauty partnership will be supported with a new Boots marketing campaign entitled “Better Be Ready to Find the Ones” which will help customers discover the products seen on the show.  

New to the villa this year include recently launched cosmetics brands 17 and MakeUp Revolution, as well as Sculpted by Aimee, Boots Glow Banana and Boots Ingredients Haircare. These new lines will be joined by much-loved ranges from last season, such as Fenty, Huda, Liz Earle, Mac, No7, Soltan and Soap & Glory, to name a few. Many brands experienced the ‘Love Island effect’ last year with sales increasing as a result of featuring in the villa, including Fenty* up 61%, Liz Earle 44% and Boots Glow growing by 34%.  

Peter Markey, Chief Marketing Officer at Boots, comments: “We are so excited to be returning to the Love Island villa as beauty partner for the second year running. The islanders loved the beauty brands on offer last year, but this year there are even more brands across a greater number of categories for them to fall in love with. We hope to inspire customers to find their perfect beauty matches this summer.”

Keep your eyes peeled for Boots beauty moments throughout the show and beach hut tutorials on the @bootsuk social channels. Boots will also be providing Love Island fans with easy ways to shop villa favourites, plus a dedicated hub on that will be packed with exclusive content.  Be sure to use hashtag #FindTheOnes to following the latest buzz on social.

Bhavit Chandrani, ITV Director of Creative & Digital Partnerships, said: "We’re really looking forward to recoupling up with Boots as our beauty partner again as they are bringing the biggest and best in beauty to the villa. We love Boots’ commitment to helping everyone look and feel their best no matter what.”

 *Comparing sales on from 08.08.21-21.08.21 to two weeks pre-Love Island 13.06.21-26.06.21.

**Based on data for 28.06.20-24.08.20, as compared to 28.06.21-24.08.21.


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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