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Boots introduces new premium and professional haircare category

Leading beauty retailer Boots has expanded its beauty offering with the creation of a new premium and professional haircare category. Over 400 new products from ten professional and salon haircare brands are now available to shop on

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 ranges from the likes of Philip Kingsley, Bumble and Bumble, Coco & Eve and ARKIVE.

Boots explained that haircare is a key pillar of its beauty offering with more than a third of customers (35%) having purchased a haircare product from the retailer in the last six months. 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.

“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,” said Jenna Ward, head of beauty reinvention at Boots.

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

A new content-led haircare hub has also launched 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.

Boots features in the brand new RetailX European Marketplaces 2023 report. The exclusive profile explores how a very new marketplace offering has given this very old retailer a new lease of life online, expanding its customer base.

Download it in full here.

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