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Retail Recap: The big beauty launches of April 2024

Sophie Smith
30 April 2024

This month saw a variety of new beauty launches across the UK, from new brand launches and retail expansions, to tech and product innovation.

Here's a round-up featuring April's highlights from businesses including Milk Makeup, The Inkey List and Victoria Beckham Beauty, as well as this month's top news and features content from

Launches at UK retailers

Dr.PAWPAW's expansion plans sees it hit Sainsbury’s shelves

Dr.PAWPAW continued its third-party expansion strategy, which saw its best-selling balms land on Sainsbury’s shelves earlier this month. Shoppers can now pick up the brand’s multipurpose skincare range at the supermarket, as well as its lip balms.


Scalp care brand Flora to launch in UK at Harrods

Prestige beauty brand Flora Lab Paris selected Harrods as its first-ever UK retail partner, bringing its range of hair and scalp care products and services to the luxury department store in April. Backed by over 18 years of lab research and more than 45 years of professional hairdressing expertise, the brand boasts a "science-backed, skin-centric approach to scalp care".

Milk Makeup lands at Boots as it continues UK expansion

Milk Makeup launched at Boots as it continued 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, launched online at the health and beauty retailer earlier this month.

New brands

Everything you need to know about Rita Ora's new haircare brand TYPEBEA

Singer-songwriter Rita Ora launched a new high-performance haircare brand, TYPEBEA, created in partnership with beauty entrepreneur Anna Lahey. Inspired by Ora's personal hair challenges and the deep-rooted connection between hair and self-confidence, the brand launched with a range of four products.

How Dr Alexis Granite aims to "reimagine wellness" with her new brand Joonbyrd

Consultant dermatologist Dr Alexis Granite launched her first-ever beauty brand, Joonbyrd, as she looks to "reimagine wellness", starting with five new products for the body. The brand sets out to forge a new category of 'affective wellness', described as "a state of holistic, emotional wellbeing characterised by the cultivation of positive feeling, individual fulfilment, and deep resilience".

Sisley Paris launches first new brand in almost 50 years

Beauty brand Sisley Paris launched Neuraé, a neuroscience-based skincare brand that champions the "powerful link between the skin and emotions". Inspired by neuroscientific research, the new brand offers "innovative and effective" solutions to address conditions of dull, tired or tense skin that shows signs of premature ageing.

Tech & Innovation

How Estée Lauder is using generative AI to enhance its marketing and R&D capabilities

The Estée Lauder Companies teamed up with Microsoft on the creation of a new AI Innovation Lab to encourage closer connections with consumers, drive greater speed to market, and further enhance local relevancy. The partnership will develop solutions that further empower Estée Lauder's portfolio of more than 20 prestige beauty brands.

Emma Lewisham unveils "groundbreaking" serum containing facial muscle relaxant

Emma Lewisham's skincare brand is built on the premise that users should not have to compromise between natural ingredients and products that work. Her latest launch is a groundbreaking serum, containing a facial muscle relaxant, that promises to reduce muscle contractions responsible for wrinkles by 91% after 24 hours.


Debenhams unveils multi-generational campaign as it encourages consumers to 'redefine their beauty routines'

Digital department store Debenhams has launched a new campaign designed to celebrate beauty that transcends age. The campaign brings together models and influencers from different generations to promote a message of inclusivity, self-acceptance, and empowerment.

Victoria Beckham Beauty strengthens customer experience with new subscription service

Victoria Beckham introduced a subscription service to her eponymous beauty brand, allowing customers to auto-replenish their favourite products tailored to their routines. The new service, which is accessible online at Victoria Beckham Beauty, launched with a selection of the British brand's high-performance products across makeup and skincare.

How Beiersdorf is targeting sugar-induced skin ageing with its latest innovation

Defined by nearly 10 years of research, Beiersdorf launched a new facial serum to combat sugar-induced skin damage. The innovation targets glycation, which is described as a naturally occurring but irreversible chemical reaction that occurs when sugar molecules bind to proteins or lipids.

Charlotte Tilbury

Everything you need to know about Charlotte Tilbury's new fragrance line

Already dominating the makeup and skincare space, Charlotte Tilbury unveiled her debut fragrance collection this month, featuring a line-up of six emotion-boosting scents. Created in partnership with master perfumers and neuroscience experts at IFF, the collection is designed to evoke a range of emotions, including feelings of joy, seduction and calm.

Matalan launches third-party beauty brands online for first time

Matalan took note of NEXT and Marks & Spencer's third-party strategies by launching 17 new third-party brands online this month, including its first beauty drops. It comes as customers increasingly veer towards retailers that offer more of a 'department store' experience with an extensive third-party offering, making shopping more seamless and hassle-free.

No7 expands Future Renew range as it "supercharges" skincare innovation

One year on from its biggest-ever beauty launch, No7 expanded its Future Renew range with a new SPF and extended its partnership with the University of Manchester Centre for Dermatology Research for continued innovation. It introduced a new Damage Protection Defence Shield SPF50, so in addition to reversing the visible signs of sun damage with its existing Future Renew products, users can protect themselves against everyday sun damage too.


Dove commits to shunning AI and representing "real" beauty 20 years after trailblazing campaign launch

Dove committed to shunning the use of AI in its imagery and reaffirmed its position to represent "real" beauty 20 years after the launch of its Campaign for Real Beauty. The campaign was a catalyst for change in the way beauty products were advertised and marketed. To mark its anniversary, the brand conducted a landmark study called The Real State of Beauty.

The Inkey List unveils new AI analysis tool for more personalised acne advice

The Inkey List launched a new AI-powered service to offer hyper-personalised analysis for acne-prone skin, strengthening its commitment to helping customers find the right solutions for their needs. The Acne Analyzer Pro provides real-time facial analysis and accurate visual mapping to assess skin type, acne type and current condition.

P&G to tackle hard-to-recycle plastic waste with new technology

Procter & Gamble (P&G) is developing a new recycling technology, which will target hard-to-recycle plastic waste. To create the new technology, the group has partnered with American materials science company Dow to convert hard-to-recycle plastic packaging into recycled polyethylene.

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