Bourjois taps Superdrug for return to UK market

Coty-owned Bourjois has re-entered the UK market exclusively at Superdrug, available online at the beauty retailer and in-store over the coming months.

The announcement comes after Bourjois ceased trading in the UK in 2019, following a decline in sales and the decision from its owner to focus on priority consumer brands.

Before its exit, Bourjois built up a cult status in the UK with its Chocolate Bronzing Powder, Little Round Pot Blusher and Healthy Mix Foundation. The brand now joins Superdrug with its products for eyes, lips and face including its cult-favourites, Rouge Edition Velvet Liquid Lipstick and Volume Glamour Mascara.

Bourjois was originally founded by Joseph-Albert Ponsin in 1863 at the Parfumerie Théatrale in Paris. He sold the business in 1868 to his partner, Alexandre-Napoléon Bourjois, changing the company name to Bourjois.

At the time of its launch, Bourjois offered a variety of colour shades for women to subtly wear, as it was only just becoming acceptable to do so in public. The brand's compact rouge was launched in 1879 and continues to anchor the Bourjois product line over 130 years later.

Anne Lebourg, Brand Director at Bourjois, said: “Bourjois is overjoyed to be returning to the UK. Since the range was discontinued in the UK in 2019, our deep -rooted heritage of effortless Parisian beauty has continued in France – and indeed worldwide. We are looking forward to reintroducing our iconic products, as well as new innovations to Superdrug customers, existing to make beauty a happier place.”

Megan Potter, Trading Director at Superdrug, said: “Superdrug is absolutely thrilled to welcome the iconic Bourjois brand back to the UK, especially as the range was previously a firm favourite with our customers. Parisian beauty is having a big moment thanks to Emily In Paris – and let’s face it, that chic French style will never go out of fashion. Customers will be happy to see the return of Bourjois’ hero products including the Little Round Pot Blushers but there are also some innovative new offerings in the collection.”