Make Waves secures Boots rollout amid refillable beauty demand

British deodorant brand Make Waves has brought its refillable antiperspirant to 385 Boots stores and Boots.com in its biggest retail expansion to date.

Make Waves began its nationwide rollout on 4 August 2026, taking its distribution beyond its direct-to-consumer business.

The company said that, over the previous 12 months, online sales had risen by more than 500% as demand grew for refillable personal care products that combine performance with design.

Make Waves was founded by Oliver Batiste and Owen Machon. Its route into national retail followed its selection as one of two winners of the inaugural Boots Breakout Beauty UK accelerator, alongside hair-growth brand ByErim.

The programme attracted more than 200 applications from British beauty founders. Created by Growth Studio and supported by Boots and TikTok Shop, it provided retail guidance and other support designed to help emerging brands scale.

“Launching in 385 Boots stores marks a defining moment for Make Waves,” Batiste and Machon said. “This partnership brings our British-made collection to more consumers and helps reduce waste through daily essentials designed for efficacy.”

The Make Waves starter pack costs £13 and includes one reusable applicator and a 30g refill, while replacement capsules cost £6. According to the Boots product listing, each refill lasts an average of six weeks with daily use.

The antiperspirant, made in Britain, provides up to 48 hours of sweat protection. The Boots rollout includes four fragrances: Bergamot & Amber, Jasmine & Rose, Raspberry & Rhubarb and Coconut & Vanilla.

Customers replace a capsule by turning and removing the applicator base before clicking in a new refill. The mechanism was developed by former Dyson engineers and allows users to switch fragrances without buying another applicator.

The reusable case is made by Make Waves from recycled plastic, while the capsules are made from recycled and recyclable materials.