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Boots gives Natural Collection a makeover with renewed commitment to sustainability and accessibility

Sophie Smith
19 April 2024

Natural Collection, the own-brand cosmetics line from Boots, has returned with a fresh new look and upgraded product formulations.

First introduced in 1988, Natural Collection has relaunched with a renewed commitment to making beauty "simple, sustainable and affordable".

From skin-enhancing complexion products to sheer lip balms and glosses and low-maintenance eye shadows and mascaras, the new range boasts over 100 new items, all priced at £5 and under.

The collection is vegan, cruelty-free, and made from a minimum of 90% natural-origin ingredients, with fully recyclable product packaging made from a minimum of 30% recycled materials.

In a bid to ensure ingredient transparency, each product also features a decoded list of ingredients with a description and outline of its function.

Highlights include a Blusher, Skin Tint, Clear Mascara/Brow Gel, Lipstick, Eyeshadow and Setting Powder, amongst other items.

However, the newness doesn't stop there. The brand will also be launching a collection of bathing products later this month, including refillable body washes and a soap block.

Jenna Whittingham-Ward, Head of Beauty Reinvention at Boots, said: "Natural Collection has always been a brand that champions simple products and natural ingredients, and I'm thrilled to see this legacy continue into 2024.

"With a fresh new look and new product formulations, we have ensured the range stays true to the accessible price point our customers expect without compromising on its natural credentials.

"We believe in being kind to our planet by creating cruelty-free and vegan beauty products, and we have worked hard to refresh and expand the range to meet the needs of today's customers."

The relaunch comes as Boots continues to transform and expand its beauty offering, with over 500 beauty brands now available at the retailer.

Exclusively available at Boots, the new Natural Collection range will launch online and in over 550 stores nationwide.

The news comes as the retailer reveals its top trend predictions across beauty and wellness as part of its new Beauty Trends Report.

Supported by data from over 16 million active Boots advantage card holders, combined with in-house expertise across beauty and wellness, the new report shares five trends set to dominate this year and beyond.

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