Milk Makeup lands at Boots as it continues UK expansion

Milk Makeup has launched at Boots as it continues to expand its UK presence and drive further growth across the region.

The brand, which is also available at Sephora, Space NK and Cult Beauty, has launched online at the health and beauty retailer.

It has also joined the line-up at Boots in Battersea Power Station, with plans to roll out into selected stores nationwide over the summer.

Born out of Milk Studios, a fashion photography studio in downtown NYC, Milk Makeup was initially started to champion Milk’s creative community who felt underrepresented in the beauty world.

The cosmetics brand has since built a cult following amongst beauty fans worldwide, including across the UK, thanks to its clean aesthetic and hard-working formulas.

It has also recently captured consumer attention with a series of new launches, including Cooling Water Jelly Tint, Kush Lip Oil and Cloud Glow Priming Foam, which are now available at Boots.

The full line-up includes over 140 products online, including a Sculpt Stick Cream Bronzer Stick, Hydro Grip Eye Primer and Multi-Use Lip + Check Cream Stick, amongst other items.

The launch adds to Boots' growing portfolio of beauty brands, which boasts other US brands such as Fenty Beauty, Benefit Cosmetics, Function of Beauty, Olaplex, Drunk Elephant and more.

Last week, Walgreens Boots Alliance (WBA) reported an increase in quarterly sales, helped by online growth and "strong" demand for beauty and skincare at Boots UK.

Growth was also supported by online sales, as well as continued "strong" demand for beauty and skincare, with the opening at Battersea Power Station store and upgrades to a number of beauty halls.