Pure Beauty

Bourjois returns to UK market following dramatic 2019 exit

By Alessandro Carrara | Published: 4-Jul-2022

Bourjois, which has partnered with Superdrug for the relaunch, will be releasing brand new products which have never been sold in the UK market

Bourjois is returning to the UK in an exclusive partnership with Superdrug, after exiting the market in 2019 due to declining sales.

The Coty-owned French brand will be available on Superdrug’s website from 4 July, with plans for in-store launches to be rolled out over the summer.

Fan favourites, the Little Round Pot Blusher, which originally launched in 1879, and Rouge Velvet Lipstick will be available across the UK.

The brand is also releasing a new Twist Up Mascara (RRP £11.99) and Rouge Velvet Ink lip gloss (RRP £10.99), which have never been sold in the UK market before.

Coty pulled Bourjois out of the UK as part of a strategy to streamline its Consumer Beauty brands amid a revenue slump.

Bourjois Brand Director Anne Lebourg said, however, that the company is “overjoyed” to be returning to the UK.

“Since the range was discontinued in the UK in 2019, our deep-rooted heritage of effortless Parisian beauty has continued in France – and indeed worldwide,” she continued.

“We are looking forward to reintroducing our iconic products, as well as new innovations to Superdrug customers, existing to make beauty a happier place.”

Superdrug's Trading Director, Megan Potter, added: “Superdrug is absolutely thrilled to welcome the iconic Bourjois brand back to the UK, especially as the range was previously a firm favourite with our customers."

A French exit

The 159-year-old brand ceased trading in the UK market over three years ago after struggling with sales in the country.

This was exacerbated by Coty’s own income challenges, with the beauty owner reporting a revenue fall of almost 10% in the month before Bourgois’ UK exit.

The revenue slump was the result of declining sales from its recently divested Younique brand.

Coty said the decision to stop selling Bourjois products in the UK was “difficult”, but necessary in order to allow the firm to pay more attention to its most popular brands.

"We can confirm that following a strategic review of Coty’s Consumer Beauty brands in the UK we’ve made the difficult decision to exit Bourjois,” Coty said in a statement at the time.

"This will allow us to focus to a far greater degree on our priority Consumer Beauty brands."

Bourjois was founded in 1863 in Paris by cosmetologist Joseph-Albert Ponsin and was acquired by Coty from Chanel in 2015 for US$240m.

You may also like