Boots expands premium lineup with 400 new products

Boots has launched a new category of professional hair care products.

As part of their strategy to diversify their cosmetics range and increase their presence in the premium beauty market, Boots has launched a new category of professional hair care products.

The company now offers 400 products from 10 professional and salon haircare brands, including Redken, L’Oréal Professionnel, Pureology, Ouai, Briogeo, Ful, Matrix, and others.

Customers can purchase these new products on the giant’s website, with sel ect brands becoming available in physical stores in the coming months. Boots stated that hair care is a “key element” of their cosmetic offerings, as more than a third of their customers have purchased hair care products fr om them in the last six months.

The retail company is expanding its premium beauty product range, noting strong sales performance in this category and an overall increase in the market share of premium cosmetics since 2021.

Boots head of beauty reinvention Jenna Whittingham-Ward said: “We continue to innovate and transform our beauty offering at Boots and, with over 250,000 searches for premium haircare brands on Boots.com in the last 18 months, we knew this is what our customers wanted to see from us next.”