Rochelle Humes has recently added a new string to her growing bow of businesses as she launches affordable skin care brand Eulah across the UK.
The new skin care brand lands six years on from the launch of My Little Coco, Humes’ skin and hair brand for ‘the whole family’, and it is already facing stock level struggles due to unprecedented demand and sell outs across the UK.
Humes, a UK television presenter, podcast host, entrepreneur and former The Saturdays girl group member, launched the brand in late September 2026 following years of work behind the scenes as she built Eulah.
The brand has landed into high street retailer Boots and British grocery chain Tesco with 12 skus – priced from £8 to £12 – and has quickly cemented itself as a brand to watch as it takes the top spot as Tesco’s number one skin care brand just weeks after its launch.
“People are ready to be able to afford skin care, be able to find it at their leisure, but want to be part of what feels like a really fun club to be in, and I think that is what we have managed to deliver, which I am really excited about,” says Humes.
Creating a new skin care brand identity
Humes is no stranger to the beauty world, and has always seen herself as a “skin care junkie”, so when it came to launching her own brand, she took both inspiration and lessons from what was happening in the industry around her.
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“I have been obsessed with what is happening stateside when you look at Target and Walmart and those kinds of grocers, and the big beauty launches that are happening,” shares Humes.
“Target now has a Beauty Studio [and] Walmart is introducing brands that you would not expect – not just like your everyday unsexy ski
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