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Made by Mitchell makes high street debut at Boots

Sophie Smith
03 July 2024

Made by Mitchell has launched at Boots as the TikTok viral beauty brand brings its most popular products to the UK high street for the first time.

Now available online and in 96 stores, the line-up includes the brand's best-selling Blursh Liquid Blusher, as well as its Colour Case, Curve Case and Cream Blusher.

Customers can also get their hands on a Made by Mitchell Mystery Bag, containing a selection of surprise goodies.

Mitchell Halliday, Founder of Made By Mitchell, said: "To partner with Boots is a major milestone moment for Made by Mitchell and something we have dreamed of since the beginning.

"Our shared brand values, and the unrivalled accessibility Boots can offer, mean that people all over the country now have the opportunity to try our products. As a makeup artist myself, being able to shop products in-store, try out different shades and feel the textures has always been so important and I am so excited this will now be an option for our customers nationwide."

The launch of Made by Mitchell, which is amongst 25 new beauty brands arriving at Boots this summer, comes as the retailer continues to overhaul the beauty shopping experience in its stores.

Following the makeover of over 170 stores to date, Boots is expanding thirty of its beauty halls this summer to accommodate new open furniture, trending areas, discovery stations and live demonstration zones, as well as the additional beauty brands.

Alice Rafferty, Director of Luxury Beauty & Cosmetics at Boots, said: "As the home of beauty on the high street, we are committed to bringing the very best brands to our customers.

"We are delighted Made by Mitchell has joined our selection of over 500 beauty brands at Boots. It is our mission to make the most in-demand products more accessible, and after taking social media by storm we are thrilled to bring Mitchell’s iconic cosmetics to our aisles for customers to test, swatch and play."

Established in 2020, Made by Mitchell was born from founder Mitchell Halliday's love for making products for makeup addicts and self-expressionists.

The brand quickly became one of the hottest merchants on TikTok Shop, with its viral content helping rack up more than 25.3 million likes.

It continues to go from strength to strength, having also become the first-ever UK business to hit $1 million in revenue in one day on TikTok Shop last week.

As part of TikTok Shop’s Summer Sale event, Halliday hosted a 12-hour LIVE session from Manchester, offering exclusive discounts on some of his most viral products. He also used the platform to launch eight new products.

The record-breaking 12-hour session saw one product sell every second and resulted in $830,000 in sales, contributing to the beauty brand hitting the $1 million TikTok Shop milestone in just 24 hours.

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