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Boots expands haircare offer with new brands and products

Sophie Smith
22 February 2024

Boots has once again strengthened its haircare offer with a number of new brands and products joining its online and in-store line-up.

It comes as the health and beauty retailer continues to invest in the haircare category, following its success in 2023.

The newly expanded offer is supported by a content-led haircare hub, which launched online at Boots last year with expert haircare education, inspiration and advice.

The new launches


Curlsmith, the natural haircare brand renowned for its dedication to celebrating and enhancing natural curls, has launched at Boots with 18 products for different curl types, textures and styling needs.

The line-up features a selection of products from each of the brand’s core recipes: Moisture, Scalp, Strength and Frizz Control - each designed to help consumers on their curl journey, from loose waves to tight coils, and every curl type in between.

"We are delighted to be launching at Boots. Curlsmith knows that people can love their natural hair if they have the right curl care. and with Boots stocking the brand, it immediately becomes accessible for customers on the high street as well as online. With the highest quality, food-inspired formulas, our recipes are made with all the things curls love, and none of things they hate," said Vicky Metcalfe, Chief Marketing Officer at Curlsmith.

Function of Beauty

US haircare brand Function of Beauty has expanded its offer with Boots, following the initial release of its bespoke shampoo and conditioner range last year. It is currently the only customisable haircare brand available at Boots, allowing consumers to create personalised formulas based on their unique hair needs.

Priced from £4 to £13.99, the new offer features leave-in treatments and styling products for consumers to blend their own custom formulas at-home across a wider range of products.

The latest additions include a Milk Mist, Texturising Spray, Styling Mousse, Curl Cream, Curls Spray and Leave-in Treatment, all of which can be paired with Function of Beauty's #HairGoal Boosters to enhance the user's natural hair type.



British brand DIZZIAK has landed online and in-store at Boots, strengthening its founding mission to make its ultra-hydrating haircare products accessible and effective for all.

This mission is based on the lived experience of founder Loretta De Feo, who set out to help simplify and democratise the category. Shoppers at Boots can now purchase the brand's Hydration Wash and Deep Conditioner, priced at £20 and £22, respectively.

"Since 2019, I've been in talks with Boots, and honestly, patience was key because everything needed to align just right. As an independent, self-managed, and nearly bootstrapped venture, DIZZIAK has been my whole world, consuming every moment since the beginning. And I'm still as passionate about it as I was on day one. Now, it's time to step it up. We've now launched at 387 Boots stores, and this is just the beginning," said De Feo.

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