Pure Beauty

Boohoo breaks into beauty with 50-strong product line

By Becky Bargh | Published: 2-Feb-2022

Fast fashion and beauty e-tailer’s debut cosmetics range boasts 50 products for eyes, face, brows and lips

Boohoo, the popular beauty and fashion e-tailer, has entered the world of cosmetics with its debut collection.

In keeping with its fashion and lifestyle categories, the retailer’s new 50-strong line is set at an affordable price point, ranging from £4 to £25.

Joining its beauty offering, which also sells products from St. Tropez, L’Oréal, Garnier and Maybelline, are skus across brows, lips, eyes and face.

Stand-out for the new range is a 36-shade eyeshadow palette and radiance-boosting Liquid Blush, as well as a range of setting sprays, differing in finish from matte to dewy to glowy finishes.

A selection of tools and accessories have also been developed.

Boohoo The Lipsticks

Boohoo The Lipsticks

Meanwhile, a variety of kits have been curated, including The Bronzed Glow, featuring a bronzer, body glow and setting spray; and The Brow Shape, with a brush, pomade and gel.

Speaking about the new collection, Boohoo’s Lead Hair and Makeup Artist, Lou Maddison, said she was “obsessed” with the new Liquid Blush.

“I use a few small dots along the higher points of my cheeks and blend with fingertips; it gives the most gorgeous glow,” she said.

“I love the peach, it reminds me of summer days, it’s such a natural way to add a glow. You can also build it up over make-up for a stronger pop of colour.”

Boohoo’s entrance follows Next’s introduction of its in-house skin care brand, Woah; as well as beauty brands from retail competitor Missguided.

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