BOOTS IS STOCKING 25 OF THE MOST VIRAL BEAUTY BRANDS, PROVING ITS POWER ON THE HIGH STREET

Name a high street beauty retailer better than Boots. It's impossible. What began as a herbal remedy and alternative medicinal store in 1849 has since evolved into a household name for beauty brands, stocking everything from high-street heroes, to luxury beauty brands such as Chanel. Now, the beauty retailer is announcing its latest evolutions, gearing up to introduce a whopping 25 (!) new beauty brands to its repertoire - and they're all internet favourites.

Boots is no stranger to evolution, as proved by its developments over the past two centuries. But even in recent years, the tried and true beauty brand has undergone a quiet renaissance. Moving with the times, the nation’s best-loved pharmacy has transformed from the go-to for cotton buds and paracetamol to the shopping destination for gen-Z and beyond.

In the last few years, Boots has introduced 54 new brands to its roster, including cult favourites like Fenty Beauty, Dr. Jart, and Drunk Elephant, in a bid to welcome younger customers through its doors. Then came the line up of 10 premium haircare brands last year, which meant those of us serious about our hair and scalp health could shop expert-backed haircare from Redken to ColorWow.

And let's not forget Boots Beauty, the first-ever concept store dedicated to beauty located in the iconic Battersea Power Station. The beauty haven boasts 250 curated brands, a Hair Bar if you fancy a professional scalp analysis and free consultations with a dermatologist-trained Boots pharmacist, in a bid to make skin health more accessible. We did say revolutionary, didn't we?

The introduction of a further 25 brands, a mix of emerging brands and lesser-known gems, by the end of summer will only further cement Boots as the place to shop beauty on the high street. So far, The Beauty Crop, Tree Hut, [coat]s andKurl Kitchen have all been announced as the latest to join the legion. More recently, viral sensations Beauty of Joseon and LANEIGE entered the fold, too, which are guaranteed to get swarms of K-beauty loyalists running to Boots beauty halls. The newest recruit sees beauty editor-approved cult brand Supergoop! grace Boots' shelves.

Alice Rafferty, director of luxury beauty and cosmetics at Boots, says, 'It is such an exciting time to be a beauty lover – the industry is evolving quicker than ever before, with new brands emerging and reaching cult-like status in a matter of weeks. As the home of beauty on the high street, we are committed to bringing the very best of beauty to our customers. We are welcoming more of the brands they want to see on our shelves and making the most in-demand products more accessible. Watch this space for more global skincare, trending haircare and high street firsts landing at Boots this summer.'

The newest brands to join the Boots family will launch first online on boots.com, before being rolling out into selected stores in the coming months. Keen to get your hands on the newness? Shop our edit of the best products that have just landed at Boots.

Shop: The Best New Brands At Boots

Sameeha Shaikh is Grazia UK's Beauty Writer, working across all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).

Main image: TikTok @glambygilly, @emilylulamay and @natalie_oneillll.