Boots to add premium male brands to online and in-store offering

Boots UK is expanding its men's grooming offering with the launch of Hanz De Fuko and Anthony later this month. The brands mark the health and beauty retailer's "first premium men's offering". 

Anthony is a men's skincare and bodycare brand, which uses "cutting-edge, scientific ingredients to address every male concern from head to toe". The brand is currently available at Cult Beauty, Space NK and Lookfantastic, but will launch in the 'Premium Men's Edit' at Boots from 20 March 2023.

Hanz de Fuko is a men's haircare brand, aiming to "bring out the individual artist in everyone". Its products are designed for all hair types and made with organic ingredients. Already available at Selfridges and ASOS, the brand will join the 'Barbour Edit' across 15 Boots stores and online from 20 March 2023.

Romi Dasani, Commercial Director & Head of Brands at Discovered Brands, said: "Over the past few years, we have seen the men’s grooming market evolve. Both Hanz De Fuko and Anthony have an incredibly loyal fanbase and they have been asking us to find their favourite cult products in more stores. As iconic, legacy brands in the men’s space, we understand the importance of making our ranges more accessible and available to a wider audience."

The news follows the launch of the Boots Beauty Trends Report, which recently revealed the top six trends it expects to "shape the world of beauty" in 2023.

As part of this, skincare goals are expected to shift towards maintaining skin health with barrier-bettering ingredients and trends that began in skincare are expected to "revolutionise" the haircare category. In addition, the retailer expects to see success from both e-commerce and bricks and mortar retail during the year.