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Retail Recap: The big beauty launches of October 2022

Sophie Smith
28 October 2022

This month saw a variety of new beauty launches across the UK, from new brands and retail expansions to tech and product innovation. has created a round-up featuring October's highlights from brands including Sephora, Foreo and Lookfantastic.

Launches at UK retailers

Bobbi Brown partners with Endless to mark JONES ROAD launch at Liberty

Bobbi Brown teamed up with British contemporary artist Endless to create a special window installation to mark the launch of her JONES ROAD cosmetics line at Liberty. Before this, the brand had only been available online for British consumers.

Endless and Bobbi Brown outside Liberty

Simihaze Beauty celebrates UK debut with pop-up

Simihaze Beauty announced its UK debut, launching exclusively online and in-store at Selfridges. To mark the occasion, the brand hosted a pop-up from 20-26 October at the retailer's Oxford Street store.

Supergoop! announces partnership with Sephora UK

Sun protection brand Supergoop! expanded its UK stocklist, launching on Sephora's new UK website and next year at its upcoming UK retail location. In celebration of the launch, Supergoop! participated in the Sephora UK launch event on 20 October.

Sapelo Skin Care launches in UK

Sapelo Skin Care expanded to the UK market, launching at Kensington-based skincare boutique Embassy of Beauty. Sapelo Skin Care is Embassy of Beauty's only featured product line from the US and one of only four international brands including France’s Biologique Recherche, Germany’s Auteur and Spain’s Ayuna.

Sapelo Skin Care

New brands

Henkel launches new personalised haircare brand

Henkel launched a new personalised SalonLab&Me service to help consumers address their haircare needs. The SalonLab&Me experience combines in-salon hair consultation with an online shopping experience to form a business-to-business-to-consumer business model.

Elon Musk launches 'finest fragrance on Earth'

Billionaire Elon Musk entered the fragrance market, launching a new perfume called Burnt Hair. In an announcement on Twitter, the Tesla founder shared a picture of the perfume, describing it as "the finest fragrance on Earth".

Elon Musk

RuPaul launches make-up collection with Superdrug

RuPaul launched his first-ever UK beauty collection, available exclusively at Superdrug. The range offers nine products with pigmented colours, long-lasting formulas and an "androgynous scent".

Olaplex inventor launches 'next generation' haircare brand

Eric Pressly, the inventor and scientist behind Olaplex, launched a new high-performance haircare brand, Epres. The brand launched with two science-based treatments; a Bond Repair Treatment Kit for at-home use and a Professional Bond Repair for salon use.

Tech & Innovation

Dyson promises 20 new beauty products by 2026

Dyson announced its plans to launch 20 new beauty products by 2026, as part of its £500 million investment to accelerate research and technology development across its beauty portfolio. The investment will also create new lab spaces to help sharpen Dyson’s understanding of global hair types and damage, as well as support the continued diversification of the brand's beauty technology.


Boots partners with sourcing platform to strengthen its range of new brand

Boots partnered with product discovery, sourcing and purchasing platform RangeMe to expand the number of new and diverse suppliers it works with on a goods for resale basis both in-store and online.

Iconic London appoints Climb Online to drive growth

Iconic London appointed digital marketing agency Climb Online to help drive its international growth strategy across the UK and US. The partnership will help develop Iconic London's omnichannel digital marketing strategy across paid and organic channels.

Sephora celebrates UK launch with new campaign

Sephora partnered with design and innovation studio AKQA to launch its new 'Express All of You' campaign, celebrating culture in the UK. To mark the brand's launch in the UK, the campaign set out to connect with British audiences by inviting viewers to "unleash their beauty power".

Sephora x AKQA

Perfect Corp. unveils new hairstyle virtual try-on

Beauty and fashion tech solutions provider Perfect Corp. introduced a new virtual try-on technology for hairstyles. The solution uses advanced AI technology to help brands and hair salon businesses provide customers with hyper-realistic hairstyle simulations.

Foreo launches first bodycare device

Foreo launched its first-ever body device, forming a key part of the brand's next generation Luna 4 collection. The Luna 4 body device works to improve the appearance of cellulite by targeting the fluid that accumulates in collagen pockets, as well as gently exfoliating dead skin cells and ingrown hairs.

Lookfantastic unveils new rewards scheme

Online beauty retailer Lookfantastic announced the launch of its brand-new LF Beauty Plus+ rewards programme. The rewards scheme is free to join and provides member perks, such as early access to exclusive deals and events.

Lookfantastic Beauty Plus+

Dove challenges women's representation in gaming with new campaign

Dove launched a new campaign to encourage more diverse female characters in video games and support girls with self-esteem education. The Real Beauty in Games campaign, launched in partnership with Women in Games, Epic Games and Toya, champions the authentic, diverse and inclusive representation of female characters in video games.


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