You’ll never guess which beauty brands are launching in Boots

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When you think of cult beauty brands, it’s easy to picture them as only being available online and hardly available in any IRL stores, especially on our side of the pond (*currently weeping for lack of a Sephora*). The saying ‘you always want what you can’t have’ has never been so true when it comes to products with a cult status…until now. 

It turns out that our favourite pharmacy, Boots, has been upping its game and stocking up on some big players; first there was Fenty that hit store shelves and soon The Ordinary will be too – turning Boots into somewhat of a beauty Mecca for make-up junkies. 

So get ready to bid farewell to transatlantic hauls and unexpected shipping fees, because these are the cult beauty brands that you can now pick up in your local Boots. Warning: you’re going to need a bigger make-up bag.

Lime Crime

Popular for its high-performance (and vegan) liquid lipsticks, which come in a kaleidoscope of colours, Lime Crime burst onto the beauty radars of make-up junkies and popular influencers a few years ago and is now available online and in-store. Want something that puts some ‘play’ into everyday looks? This bright and bold, unicorn-inspired make-up range will do just that.


Currently available in 32 Boots stores nationwide (and online), RiRi made this year’s summer with the launch of her make-up line and honestly, our make-up bags are screaming for it. There are 40 foundation shades, 50 concealer shades and a wide range of lipsticks, lip glosses and lip balms. Arguably the most inclusive make-up lines out there, it caters to women of all skin tones and personalities. Time to get your Fenty face on.

The Ordinary

The no-frills brand that catapulted into cult status thanks to its purse-friendly arsenal of skin treats packed with premium ingredients, The Ordinary will be hitting shelves in selected Boots stores around the UK on 31 July – mark your calendars! Don’t know The Ordinary’s retinoids from their retinols? Here’s a definitive cheat sheet on The Ordinary’s amazing range to get you started.

Too Cool For School

Koreans take their skincare very, very seriously – who else has a 10-step skincare routine to achieve ‘glass’ skin? One particular Korean beauty product that garnered a cult-like following is Too Cool For School’s egg-zyme whipped foam face wash. Praised by influencers and A-list celebrities alike, you’ll be pleased to know that Boots now stock everything K beauty for all your skin care needs. From eye masks and body oils to facial mists, get ready to add everything to basket.

Urban Decay

In the eyeshadow category, if there’s one product that definitely gets a lot of attention it’s Urban Decay’s Naked palettes. Loved by make-up artists and beauty bloggers alike, its offering of stunning shades and fierce finishes makes each palette a must-have – and truth of the matter is, you need all of the NAKED palettes. *Sprints to nearest Boots*.

Ole Henriksen

Ever wondered how Hollywood’s elite like Katy Perry and Charlize Theron get their red carpet glow during awards season? It’s all thanks to skincare brand, Ole Henriksen. The cult brand left the UK a year ago but since it’s relaunch at Boots nationwide, it’s reported to already have a 13,500 strong waiting list. Say hello to your new ‘Ole Glow’.

Too Faced

Known for creating adorable products that look super cute in make-up bags and on faces, Too Faced is a make-up brand that can’t seem to keep products in stock, and for good reason. From the Better Than Sex Mascara to the HangoverX primer and Born This Way foundation, if you haven’t snagged any of their products yet, now is the time!

It Cosmetics

Maker of the award-winning, number one CC cream in the US (and loads of other reliable items), It Cosmetics’s full-coverage Your Skin But Better CC+ cream with SPF 50+ has been circulating all over Instagram thanks to the striking before and after results – it’s seriously impressive. Relatively new on the scene, the offering already includes everything from moisturising creams, mascaras, eyeshadow palettes and more. Need we say more?

Beauty Bakerie

Love make-up? Love baking? Beauty Bakerie is loved by the likes of Beyonce and Cardi B, and takes themed make-up to a whole new level. The bakery-themed line offers all the ingredients you need for a flawless contoured finish, with products that mattify, brighten, bronze and colour-correct. Plus, each product looks super cute!

Becca Cosmetics

Best known for their base foundations and dazzling highlighters, Becca Cosmetics is definitely not one to be missed. Whether you’re into some serious strobing or prefer a subtle highlight, Becca wins at making glow-related make-up. Fellow glow-getters, say hello to your new favourites.