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Retail Recap: The big beauty launches of March 2024

Sophie Smith
27 March 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 March's highlights from businesses including Indu, Elemis and Shiseido, as well as this month's top news and features content from

Launches at UK retailers

Teen cosmetics and skincare brand indu reveals Sephora as first retail partner

Indu, the cosmetics and skincare brand for teens, named Sephora as its first retail partner. The move marked something of a full-circle moment for Indu Co-founder Aaron Chatterley, who sold his Feelunique multi-brand beauty etailer to the retail giant in 2021.


Wildsmith Skin to host immersive treatment residency at Liberty

Botanical beauty brand Wildsmith Skin opened an eight-week complimentary treatment space at Liberty. In addition to the treatment experience, the brand also launched its full skincare line-up online and in-store at the British department store.

Sanctuary Spa lands at Tesco in bid to drive accessibility and sales

Sanctuary Spa launched at Tesco, strengthening its retail footprint across the UK after a slowdown in sales. The brand's products are now stocked on the shelves of 584 Tesco stores up and down the country, with all five of its different fragrance collections available at larger stores.

New brands

Nicki Minaj branches into beauty with press-on nail business

Nicki Minaj became the latest celebrity to venture into the business of beauty with the launch of her new press-on nail brand. Pink Friday Nails marked the rapper's latest endeavour, created in collaboration with her longtime nail technician, Yvett Garcia.

Djerf Avenue

Djerf Avenue expands into beauty with new styling duo

Swedish fashion brand Djerf Avenue entered the beauty category for the first time with two new haircare products. It launched with a volume spray called The Breezy Styling Mist and a multi-use styling gel called The On-The-Go Styling Gel, priced at £25 and £19, respectively.

Celine is the latest luxury brand to branch into beauty

Celine teased the launch of its debut cosmetics line. The LVMH-owned brand will first debut with a satin lipstick in the shade Rouge Triomph this autumn before launching additional lipstick shades in 2025.

Tech & Innovation

Mantle restricts sale of anti-ageing skincare to children

Swedish skincare brand Mantle launched an age restriction on its website to address the growing use of inappropriate anti-ageing products by children and teens. As an additional measure, the brand also recommended that its retail partners enforce the restriction.


How Elemis is targeting UK consumers with its new localised TikTok strategy

Elemis launched a new UK-focused TikTok account to boost digital interactions with its community and drive brand awareness within the region through localised content. The brand aims to tell more stories about the specific UK experience of the Elemis brand – from local campaigns and launches to sharing pop-ups, stores and consumer events.

Shiseido unveils "new era" of sun skincare backed by "breakthrough" technology

Charles de Montalivet, Managing Director for Shiseido Company in the UK and Ireland, last month told about his growth strategy for the region. Among these plans, he teased a greater focus on suncare. Staying true to his word, the company unveiled a "new era" of sun skincare for the Shiseido brand earlier this month.

How Dyson is revolutionising scalp care with its latest haircare innovation

Dyson unveiled its most intelligent hair dryer to date, designed to champion scalp health with new sensor technology. The new styling tool promises to protect scalp health and enhance hair’s natural shine with "fast, intelligent drying and no heat damage for all hair types".

L’Oréal unveils 'first-of-its-kind' ingredient to address localised pigmentation issues

L’Oréal Group launched Melasyl, a "breakthrough" molecule designed to address localised pigmentation issues that lead to age spots and post-acne marks. Formulations containing the new proprietary ingredient work inclusively, across all skin tones, to address pigmented marks on the skin and improve their appearance.

Other content highlights



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