Boots Introduces New Brands and Premium & Professional Haircare Category

Boots has expanded its beauty offering with the creation of a new premium and professional haircare category, introducing ten new brands and over 400 new products available to shop from Boots.

Redken, L’Oréal Professionnel, Pureology, OUAI, Briogeo, FUL, Matrix, Color Wow, Drybar and Wella Professionals will be new to Boots, and select brands will be rolling out into top stores over the coming months. The new brands join Boots existing customer-favourite ranges from the likes of Philip Kingsley, Bumble and Bumble, Coco & Eve and ARKIVE.

Haircare is a key pillar of Boots beauty offering with more than a third of customers (35%) having purchased a haircare product from the retailer in the last 6 months1. It now has over 2,500 haircare products available instore and online. Following a surge in customer demand for professional haircare, Boots has introduced new salon-grade shampoos and conditioners, and cult-favourite styling products, masks and treatments to its range to make them even more accessible for customers.

Today’s announcement comes as Boots continues to transform its beauty offering, which has resulted in overall market share growth in premium beauty since 20212. The creation of the new premium and professional haircare category means that Boots now stocks an extensive top-to-toe luxury beauty offering alongside its existing premium skincare, cosmetics, body care and fragrance ranges. It also maintains a breadth of choice with haircare available across all price points – its own-brand hair products start from as little as 75p.

Jenna Ward, Head of Beauty Reinvention at Boots, says:

“Our customers trust Boots, and know that we will only bring them brands and products that we truly believe in. The launch of ten new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choice across our extensive haircare offering.”

A new content-led haircare hub has also launched on today, with expert haircare education, inspiration and advice. An online salon locator available through will also help customers find their nearest salon offering L’Oréal Professionnel treatments and services.

Underpinning its authority in the professional and premium haircare space, Boots has also joined forces with independent hairdressers Live True London to launch a new salon-led retail space in Vauxhall (London), opening today. The new-concept Live True London x Boots space will combine a shopping area showcasing Boots haircare range with a fully functional hair salon, giving customers the opportunity to test and trial the new brands and products before buying.

Operated by Live True London’s team, the salon offers a full treatment menu including styling, cuts and colouring for all hair types. It also features a trending area for customers to try the latest product launches and free consultations to help them find their perfect products. Boots Advantage Card holders can access an exclusive 20% saving on services and products at the salon until 20th November 20234.

Jenna continues:

“By partnering with Live True London we are able to bring Boots customers the very best haircare advice, product recommendations and inspiration straight from experts on the salon floor. As the home of beauty on the high street, Boots is uniquely placed to drive accessibility and availability of the most in-demand haircare products and advice, whilst also boosting recognition of the important role salon professionals play.”

Boots is also trialling a new ‘Haircare Specialist’ role in its stores – the team members will join its existing Beauty Crew and undergo in-depth training to offer personalised expertise and impartial product advice to customers across Boots premium haircare range. The new position will begin to roll out into selected Boots stores later this year.


Boots’ new premium and professional haircare range is available online at Boots today, and select brands will launch into largest Boots stores from November. You can also find out more about how to book an appointment at Live True London x Boots salon here.


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