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Introducing 17: Unbelievable beauty, unbelievable quality, unbelievable prices

04 February 2022
News Beauty
  • Boots announces surprise return of 17 cosmetics range with a brand-new look and new formulation products
  • Range consists of over 170 vegan beauty products with prices starting from just £2
  • 17 will launch exclusively at Boots in 495 stores and online at in February
  • Build an entire look for just £10

Beauty fans are in for a treat! The UK’s leading beauty retailer has announced the surprise return of 17, exclusively available at Boots.

With a brand-new look, high-performing formulations and an unbelievable price tag, beauty lovers can stock up their makeup bags or try out a trending new look without breaking the bank. With lipsticks from £2 to eyeshadow palettes as low as £5, the new 17 line-up consists of over 150 high-performing products to build an entire makeup look for as little as £10. The entire range is vegan, delivering quality yet affordable cosmetics that are accessible for all.

Many will remember 17 as a cult beauty favourite amongst generations of makeup lovers, known for inspiring confidence and empowering self-expression with trend-led, affordable beauty for over 50 years. The new 17 range continues this legacy, celebrating every kind of beauty with day-to-day essentials like skin-enhancing foundation, neutral lip shades, and translucent setting powder to amped up cosmetics for experimentation, including powerful pigmented eye sticks, bold liquid liners and lip-boosting glosses.

Jenna Whittingham-Ward, Head of Beauty - Boots Brands & Exclusives, said: “We believe beauty is for everyone, and affordable cosmetics doesn’t have to mean a compromise on quality. That’s why we’re so excited to bring a fresh, new-look 17 to our beauty-loving customers at Boots. We know our customers love to experiment with makeup, and they want to try out the latest looks trending on TikTok without breaking the bank. We’re proud to have created a range of cosmetics in 17 without limits or barriers that’s accessible to all beauty fans across the UK – we just can’t wait for them to try it!”  

17 is launching on on Thursday 17 February, and in 495 Boots stores across the UK from Monday 21 February 2022. Boots App customers can also access an exclusive 24-hour pre-sale on Tuesday 16 February. With Click and Collect available at over 2,000 Boots stores across the UK, customers can order 17 online and collect from their local store the very next day.

17 is the latest addition to the line-up of over 500 beauty brands now available in-store and online at Boots, whose industry-leading beauty offering makes it the number one beauty destination in the UK. More than 60 new and cult beauty brands have launched at Boots in the past 18 months, leading to its biggest ever market share. Boots has transformed its in-store beauty experience with over 100 Beauty Reinvention Stores across the UK, including 30 in smaller formats, and over 1,000 Boots Beauty Specialists on hand to provide personalised, brand-neutral beauty and skin care advice to customers for free in stores.

The new range of 17 cosmetics includes the following products:  

Second Skin Enhancing Foundation, £5 (30ml)

Start the day right with the Second Skin Enhancing Foundation. A medium coverage, long-lasting liquid foundation for a natural, healthy-looking base. Vitamin E and hyaluronic Acid hydrate the skin to give it a fresh finish. Available in 20 shades. 

Second Skin Enhancing
Concealer, £2 (4.5ml)

This highly pigmented concealer is enhanced with a mineral mix complex, which perfectly masks imperfections and blends in seamlessly for a skin-like finish. Available in 10 shades.


Colour Glow Cream Blush, £4 (15ml)

Add the perfect flush to your cheeks with this cream blush. The formula is super smooth and creates a naturally flushed, subtle glow. Available in 5 shades.

Brow + Lash Lamination
Clear Mascara, £2.50 (10ml)

A perfect 2-in1, style your brows and define your lashes with this multi-use clear mascara. It is easy to apply and quick to dry, formulated to give a strong yet flexible hold that will last all day.

Shadow Pop, £2 (3.5g)

Available in a variety of beautiful shades, the shadow pop has a velvet-like formula infused with vitamin E and sweet almond oil. It blends seamlessly to create striking looks. Available in 8 popping colours.


High Shine Lip Crayon, £4 (1.15g)

To create the perfect pout, use this super lustre lipstick pen. It’s infused with castor oil for soft, smooth lips with high pigment for long lasting colour. Available in 8 shades.


What’s new at Boots? Find out the latest updates from the UK’s largest pharmacy-led health and beauty chain – from new products and services to important business developments.



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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