Boots has introduced a new premium and professional haircare category on its website as it expands its beauty offering and grows its market share in premium beauty.
The UK’s largest health and beauty retailer has launched 400 products from 10 professional and salon haircare brands: Redken, L’Oréal Professionnel, Pureology, Ouai, Briogeo, Ful, Matrix, Color Wow, Drybar and Wella Professionals.
Customers can buy the products from the retailer’s website and a selection of brands will be available in Boots’ top stores over the coming months.
The retailer said haircare is a “key pillar” of its beauty offering as more than a third of its customers purchased a haircare product from it in the last six months.
Boots continues to ramp up its beauty offering after reporting a standout performance in the category and overall market share growth in premium beauty since 2021.
Jenna Whittingham-Ward, head of beauty reinvention at Boots, said: “Our customers trust Boots, and know that we will only bring them brands and products that we truly believe in. The launch of 10 new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choices across our extensive haircare offering.
“We continue to innovate and transform our beauty offering at Boots and, with over 250,000 searches for premium haircare brands on Boots.com in the last 18 months, we knew this is what our customers wanted to see from us next.”
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