// Boots will relaunch its iconic value makeup brand 17 later this month
// The range includes 170 vegan products all price under £5
Boots is to revive iconic makeup brand 17, which it discontinued in 2018.
The affordable makeup line, which originally launched in 1968 and was a favourite of teenagers, will be rebranded from Seventeen to 17 and will consist of 170 vegan products all priced at £5 or under.
The brand will be relaunched on 17 February online and in Boots stores on 21 February. The retailer is also running a 24-hour pre-sale for app customers on 16 February.
Boots Brands head of beauty Jenna Whittingham-Ward said: “We believe beauty is for everyone, and affordable cosmetics doesn’t have to mean a compromise on quality. That’s why we’re so excited to bring a fresh, new-look 17 to our beauty-loving customers at Boots.”
“We know our customers love to experiment with makeup, and they want to try out the latest looks trending on TikTok without breaking the bank. We’re proud to have created a range of cosmetics in 17 without limits or barriers that’s accessible to all beauty fans across the UK.”
READ MORE: Which companies are in the running to take over Boots?
The 17 revamp comes as the Boots business gets back on track after a difficult couple of years. Boots’ owner Walgreens Boots Alliance (WBA) raised its full-year guidance after strong trading at the UK business in the first quarter.
WBA’s international retail pharmacy operation – which includes Boots – saw a 35.8% rise in quarterly sales to £4.3 billion.
Boots is currently up for sale and WBA has given interested parties a deadline of the end of the month to submit bids for the retailer.
It is understood to carry a £7 billion price tag and potential buyers include private equity firms Bain and CVC and Asda owners the Issa brothers.
The 172-year-old pharmacy chain has 2,200 stores and 550 opticians in the UK, and employs around 51,000 people.
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