Boots, the prominent Walgreens-owned drugstore chain, is making a bold move into the realm of hair care. On Wednesday, the company announced the introduction of ten new professional and salon brands, such as Redken, L’Oréal Professionnel, Ouai, and Briogeo, to their website. This expansion encompasses a diverse product range of over 400 items, set to make its debut in Boots’ largest stores starting in November.
According to the company, more than a third of Boots’ customers have invested in hair care products within the past six months, signifying a robust demand for quality hair care solutions. To cater to this growing interest, Boots will soon deploy brand-agnostic hair care associates to select stores, further enhancing the consumer experience with specialized expertise. Additionally, in a bid to elevate its beauty offerings, Boots recently unveiled a salon-inspired pop-up space in Vauxhall, in collaboration with hairstylists from Live True London.
This strategic venture into premium beauty aligns with broader market trends in the United Kingdom. Notably, data from market research firm Circana indicates a 13.5 percent year-on-year increase in sales for premium beauty products as of August, despite the overall rise in the cost of living in Britain. The move into the hair care segment underscores Boots’ commitment to tapping into the thriving premium beauty market.
