Boots has launched a new premium and professional haircare category online as part of its strategy to expand its beauty product range and increase its presence in the premium beauty market.
The health and beauty retailer now offers 400 products from 10 professional and salon haircare brands including Redken, L’Oréal Professionnel, Pureology, Ouai, Briogeo, Ful, Matrix and more.
Retail Week reports that shoppers can purchase the new products from the high-street giant’s website while a range brands will become available in-stores over the next coming months.
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Boots told the title haircare is a “key pillar” of its beauty offering as more than a third of its customers purchased a haircare product from it in the last six months.
The retailer has been ramping up up its premium beauty offering after hailing a strong sales performance in the category and overall market share growth in premium beauty since 2021.
Boots head of beauty reinvention Jenna Whittingham-Ward said: “Our customers trust Boots, and know that we will only bring them brands and products that we truly believe in. The launch of 10 new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choices across our extensive haircare offering.
“We continue to innovate and transform our beauty offering at Boots and, with over 250,000 searches for premium haircare brands on Boots.com in the last 18 months, we knew this is what our customers wanted to see from us next.”
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