The Boots makeover may be complete, but the ever-growing list of brands that you can now find under their roof is not - and now two cult US beauty brands, Beauty Bakerie and Lime Crime, are joining the books.
Both brands have a loyal following in the States and offer a playful, colourful vibe, which will no doubt intrigue even more customers to come through the shop’s bright new doors.
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LA-based Lime Crime was one of the original digital-first beauty brands back when it launched in 2008, with bold, unicorn-inspired colours that are loved by influencers. Meanwhile, Beauty Bakerie counts Beyonce and Cardi B as fans of its fun ‘baked’ and ‘whipped’ product range; the brand went viral with its first foundation line when they reversed the traditional approach to shades and started at the deep end, with the darkest shade at #1. Simple yet smart.
The California-born brands are now available in store and online, the latest in a long line of new additions to the high street store’s beauty offering. The health and beauty retailer made waves when it ditched traditional counters for the first time and relaunched earlier this year, with a fresh new look and an emphasis on sustainable beauty.
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Since then Boots has announced that over 20 new brands will be added to the shelves over the course of 2019, with the likes of Ole Henriksen and Fenty sparking huge waiting lists as beauty fans flocked to buy them.
New names that are available to stock up on include a combination of longstanding favourites and more recently discovered disruptor brands. BECCA cosmetics, Nip + Fab, Soaper Duper, Too Faced, Urban Decay, BYBI, The Ordinary, Korres and Bondi Sands are just some of the additions to both the online and physical shelves, giving customers more choice than ever when shopping for skincare and makeup.
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With so many brands to discover under one roof, where should you start? Whether you’re heading to the flagship or shopping from your mobile, here’s what to swipe into your basket when you visit the bigger-than-ever beauty hall…
Beauty Bakerie Oat Flour Setting Powder, £22.50
Bake your skin to perfection with Beauty Bakerie’s bestselling setting powder. Banish excess oil in an instant with this translucent formula or choose one of the other shades for a multi-tasker.
Lime Crime Eyeshadow Palette Venus XL II, £56
With 18 shades of buttery, highly pigmented shadows, it’s no wonder this Lime Crime palette is a favourite among makeup fans. Wearable earthy tones with a mixture of shimmer and matte make it a top buy.
Carter Beauty Jet Black Gel Eyeliner, £5
Trust us when we say this is one of the easiest eyeliners you’ll ever apply - it gives you wings. In fact, Ariana Grande even wore it in one of her music videos; it’s that good.
Urban Decay Naked Reloaded Palette, £38
This brand needs no introduction, obviously, but if it’s been a while since you shopped the cult creators of Naked then this is the newly formed palette to add to your stash. You won’t be disappointed.
BYBI Bakuchiol Booster, £12
This adorable sustainable brand is best known for its multi-use Babe Balm, but this little booster houses 1% of the much-talked about natural retinol alternative, bakuchiol (the highest amount currently allowed) as well as olive squalane which is great for giving smooth, baby-soft skin. Sold.
Doll Beauty Like a Diamond Highlighter, £15
Shine bright like a diamond with a superstar glow using this highly pigmented, frosted highlighter from newbies Doll Beauty. No filter needed.
Watermans Grow Me Hair Growth Shampoo, £13.95
This hair brand now sells one bottle every 30 seconds and is sure to be even bigger now that it’s stocked in the major retailer. The formula contains biotin, caffeine and argan oil for thicker, fuller hair, and users swear by it.