Wrinkles Schminkles secures first UK retail partnership with Boots

Wrinkles Schminkles will launch in more than 60 Boots stores across the UK and Ireland, as well as online, from 9 September, marking the Australian skincare brand’s first UK retail partnership.

The rollout will take place through Boots Ignite, the retailer’s platform for introducing emerging and challenger beauty brands to the UK market. It will give Wrinkles Schminkles its first physical retail presence in the country, following the development of its UK direct-to-consumer customer base.

Initial locations include Boots stores on Tottenham Court Road, in Covent Garden and Knightsbridge, as well as Manchester Market Street. The brand will also enter Boots Beauty stores at Battersea Power Station and Bristol Cabot Circus.

Lauren Myers, Chief Brand Officer at Wrinkles Schminkles owner Avenir Collective, told TheIndustry.beauty: "The launch with Boots is a major milestone for Wrinkles Schminkles and an exciting moment as we relaunch globally.

"There’s a powerful opportunity at the intersection of beauty, aesthetics and at-home care, and we believe Wrinkles Schminkles complements the growing professional skincare market while bringing results-led solutions into everyday beauty routines.

"Boots gives us the perfect platform to make that shift, taking a brand with strong credibility in its category and bringing it to a much broader beauty audience. It’s a significant moment for the brand and an exciting first step in its next chapter of growth."

Founded in Australia in 2014, Wrinkles Schminkles specialises in targeted, non-invasive wrinkle patches. Its best-known products use 100% medical-grade silicone designed for reuse, adapting technology established in scar care for areas including the forehead, eye area, mouth, neck and chest.

The silicone patches are designed to be worn overnight or for a few hours. According to the brand, they combine mechanical support with occlusion, limiting repetitive skin crinkling during sleep while maintaining moisture at the skin’s surface.

Boots will initially stock 10 products priced between £15 and £30. The assortment includes Forehead Wrinkle Patches, the Chest Wrinkle Patch, Self-Dissolving Microneedle Patches and the new Brow Frown & Bunny Lines Wrinkle Patches, which will launch exclusively at Boots in September.

The Wrinkles Schminkles portfolio also includes products beyond reusable silicone patches. These include Face Polishing Peel Pads formulated with AHAs, BHAs and PHAs, alongside Facial Plumping Sheet Masks containing peptides, collagen and hyaluronic acid.

The launch follows Wrinkles Schminkles’ acquisition by Avenir Collective in June. Ben Poynter, CEO at Avenir Collective, said the group plans to invest in Wrinkles Schminkles while expanding its retail and distribution footprint.

"Wrinkle Schminkles has a distinctive position in that market, with products that can complement professional treatments while offering consumers an effective, accessible solution at home," he told TheIndustry.beauty.

"Our ambition is to build on the strong foundations already in place and take Wrinkles Schminkles to a much broader global audience. That means investing in the brand, expanding its retail and distribution footprint, and building a strong community of consumers and advocates around it.

"We’re excited about what this next chapter can mean for Wrinkle Schminkles. There is a real opportunity to take the brand further into new markets, new channels and new consumer audiences."