Retail Recap: The big beauty launches of February 2023

Sophie Smith

28 February 2023

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

TheIndustry.beauty has created a round-up featuring February's highlights from brands including Revolution Beauty, Boots and Shiseido.

Launches at UK retailers

Bouclème launches on ASOS as e-commerce presence expands

Bouclème expanded its e-commerce presence, bringing its range of natural haircare products to shoppers at ASOS. The brand's launch offers 17 products via the retailer's Face + Body category, including a Curl Cleanser, Curl Conditioner, Curl Cream, Intense Moisture Treatment, Root Refresh, Dry Scalp Serum and Super Hold Styler.

Revolution Beauty launches at Walmart

British beauty group Revolution Beauty launched at over 2,500 Walmart locations across the US. Walmart is the fourth major retailer to carry the group's growing cosmetic assortment within the past three years, marking an increase in Revolution Beauty's accessibility and availability within the US.

Fussy Tesco

Fussy partners with Tesco for first retail partnership

Eco-friendly deodorant brand Fussy launched nationwide at Tesco across 4,000 touch points, including all of its "major stores" in the UK. Also available online via its own website, Fussy's launch in-store at Tesco marked the brand's first retail partnership and established the business as a "true omni-channel brand".

Ariana Grande's r.e.m. beauty launches at Sephora

Ariana Grande's r.e.m. beauty announced its launch at Sephora, bringing its range of skincare-infused makeup to consumers in Europe. The brand launched at 81 stores and 13 online sites across Europe, including Sephora UK on 13 February 2023.

New brands

Hair Proud

Charlotte Knight's I Am Proud expands into haircare

British beauty company I Am Proud entered the haircare category with the launch of its new line, Hair Proud. Founded by Charlotte Knight, who also owns Ciate London and Lottie London, Hair Proud marks the second beauty line for I Am Proud, which first launched with Skin Proud in 2020.

Tech & Innovation

Maybelline unveils first-ever avatar for new cosmetics launch

Maybelline New York created its first-ever avatar for the launch of its new Falsies Surreal Extensions Mascara. The avatar, called May, features alongside global ambassador Gigi Hadid in an upcoming campaign that "merges the real and the virtual worlds".

Shiseido NFT

Shiseido launches 'world-first' NFT community programme

Shiseido celebrated its 150th anniversary with the launch of an NFT-based community programme, #AliveWithBeauty. The company introduced the community programme with a collection of NFT membership tokens, co-created with artificial intelligence and five "inspirational female pioneers".

L’Oréal reveals new identity for Active Cosmetics division

L’Oréal re-branded its Active Cosmetics division as Dermatological Beauty in a move that aims to champion the health and beauty of skin. The division features the same brands as L’Oréal Active Cosmetics, including Vichy, La Roche-Posay, CeraVe, SkinCeuticals, and Skinbetter Science.

Boots healthcare

Boots encourages employees to find digital healthcare innovations via new initiative

Boots partnered with the College of Healthcare Information Management Executives (CHIME) to allow its team members to become "accredited digital healthcare leaders". The new education programme marked CHIME's first partnership with a retail healthcare business. It allows Boots employees to learn from NHS, CHIME and industry experts.

No7 welcomes new creators to skincare education programme

No7 Beauty Company announced the return of its influencer skincare education programme for the second year. Created in partnership with the British Beauty Council, the Creator Collective features a "first-of-its-kind" industry initiative to help educate up-and-coming creators on skincare.

Follow us