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In Review 2021: This year's big beauty launches

Sophie Smith
22 December 2021

While the UK beauty industry has faced another year of pandemic-related challenges, it has also seen a number of successes in 2021. From celebrity beauty brand launches to brands dropping in the UK for the first time, the beauty market has enjoyed some exciting launches. As we approach 2022, has compiled a list of the beauty launch highlights from the past year.

Starting off the year, fashion retailer Missguided entered the beauty market, with the launch of its affordable and inclusive makeup line.

Zara soon followed, releasing its own beauty range in May. Described by the brand, Zara Beauty offers shoppers an expansive and inclusive array of ultra-sustainably packaged makeup products for all skin colours, genders, ages and personal styles.

Flannels dived into the beauty market this year, with the launch of Flannels Beauty in July. The luxury retailer has set out to reinvent the beauty hall, with the launch of its new beauty concept in physical stores across the UK. In November, Flannels opened its first beauty edit concept store in its Southhampton store.


Flannels' new beauty concept

New skincare brand Cellular Goods launched last month, introducing the UK's first CGB skincare range and ultra-pure lab-made CBD ingestibles.

Swedish-based brand Forgo also launched with its new waterless personal care range, with a mission to revolutionise the beauty market. The brand produces waterless powder bodycare formulations that are delivered to your door in thin paper envelopes.

Several celebrities have also jumped into the beauty market, with the launch of their own makeup or skincare lines.

Most recently, Harry Styles announced his new brand Pleasure, offering a unisex collection of nail polishes and skincare products. The collection is also made from biodegradable, vegan and cruelty-free formulas.

Another singer to release her own beauty line was Ariana Grande, who launched r.e.m beauty in November. The makeup brand was founded and created by Grande, with its debut collection inspired by the popstar's signature looks and makeup routine.

REM Beauty Ariana Grande

REM Beauty by Ariana Grande

MIJ Masks by Maya Jama launched exclusively at Harvey Nichols in July and has since expanded its stock to e-tailer Beauty Bay.

Huda Beauty unveiled its new business venture, KETISH. The feminine care and sexual wellness brand also set out to raise awareness of key female wellness and intimate care issues on social media.

Expanding her beauty empire, Kylie Jenner launched Kylie Baby. Following a three-year development, the brand's bodycare range is aimed at babies and children.


In 2021, a number of existing beauty brands expanded to the UK market, with key arrivals including Japenese skincare brand Athletia, US brand Pacifica Beauty and Ayurvedic skincare brand Forest Essentials, along with the return of retinol-focused skincare brand RoC, which originally left the UK market over ten years ago.

In September, Liberty released its first beauty subscription box, titled The Beauty Drop. Its new quarterly beauty box scheme included a fully redeemable subscription fee, for customers to spend in-store or online across Liberty's full beauty offering. It was later revealed that its first box sold out within 12 hours of its launch.

No7 also got creative with its marketing, partnering with AI technology company Perfect Corp to offer shoppers a new digital shade matching experience. Using AI and AR technology, the system provides customers with a personalised range and shade match.

With the pandemic continuing to impact the beauty industry in 2021, the Beauty Backed Trust launched its first grant programme. Launching two grants, successful applicants could claim up to £5,000 and access a mentoring programme for guidance and support.

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