Boohoo unveils first beauty collection

By

Nigel TAYLOR

Published
Feb 1, 2022

Late to the party maybe, but the Boohoo brand has made its entry into crowded beauty arena joining at the value end of the market.

The fast-fashion retail group, which owns the Debenhams brand that’s a key player in UK beauty sales (and has opened a single Debenhams beauty store in Manchester), has now introduced a vegan beauty collection under its signature label. The offer comprises 50 products and accessories to add to the Boohoo label’s fashion offer.

The 100% cruelty-free collection features products “for every #boohoobabe”, it said. That means an extensive offer of products for use on brows, lips, eyes and face “providing affordable beauty options for all complexions and skin tones”.

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Key ingredients include hyaluronic acid, aloe, coconut oil and botanical extracts produced to be “lightweight, water resistant and transfer proof… for everyday use, taking a look from day to night”.

Boohoo said its 36-shade pigmented eyeshadow palette, radiance boosting liquid blush and a range of setting sprays “are set to be hero products within the collection, allowing customers to create and experiment with on-trend, stand-out makeup looks”. 

As with the brand’s fashion offer, pricing is at the affordable end of the scale and thus is clearly differentiated from the brands available via Debenhams. Sold in recyclable packaging, the collection is priced from just £3 up to £25.