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Boots launches new premium haircare category following customer demand

Sophie Smith
19 October 2023

Boots has launched a new premium and professional haircare category, introducing over 400 products and various initiatives to strengthen its beauty offer.

Following a surge in customer demand for professional haircare, the retailer has introduced new salon-grade shampoos and conditioners, styling products, masks and treatments.

The new category introduces ten professional and salon brands, including Redken, L’Oréal Professionnel, Pureology, Wella Professionals, OUAI, Briogeo and Drybar.

The launch means that Boots now stocks an extensive luxury beauty offering alongside its existing premium skincare, cosmetics, bodycare and fragrance ranges.

It also maintains a breadth of choice with over 2,500 haircare products available in-store and online across all price points.


The move follows success from the retailer's existing haircare portfolio, with 35% of customers having purchased a haircare product from the retailer in the last six months.

Jenna Ward, Head of Beauty Reinvention at Boots, said: "The launch of ten new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choice across our extensive haircare offering."

"We continue to transform our beauty offering and, with over 250,000 searches for premium haircare brands on in the last 18 months, we knew this is what our customers wanted to see from us next."


A new content-led haircare hub has launched online at Boots, with expert haircare education, inspiration and advice.

Boots has also joined forces with independent hairdressers Live True London to launch a new salon-led retail space in Vauxhall, London.

The new concept combines a shopping area showcasing the retailer's haircare range with a fully functional hair salon, giving customers the opportunity to test and trial new brands and products before buying.

Boots is also trialling a new ‘Haircare Specialist’ role in its stores to offer personalised expretise and impartial product advice to customers across its premium haircare range. The new position will roll out into selected Boots stores later this year.

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