Boots has opened its first-ever fragrance-only boutique at Broadgate Central, London — a milestone moment for the UK’s largest beauty retailer. The boutique showcases more than 400 luxury and niche scents, including 20 brands new to Boots, across a reimagined, sensory-led retail space.
The line-up spans prestige houses such as Tom Ford Private Blend, Prada Les Infusions, Balmain, Guerlain, Maison Margiela Replica and Hermès, alongside indie names Gallivant, BeauFort London, Lumira, Orebella, Maison Louis Marie and Eris Parfums.
Customers can book complimentary Signature Scent and Wedding Fragrance consultations with trained specialists, while a new Fragrance Hub on boots.com and the Boots App extends access nationwide.
“Fragrance is deeply personal,” says Chelsey Saunders, Director of Fragrance at Boots. “We’re creating an experience that goes far beyond the traditional beauty counter, combining world-class brands with expert guidance and accessibility.”
The launch highlights Boots’ rapid category growth — with UK fragrance sales expected to surpass £2 billion ($4 billion) by 2029 (Mintel 2024).
Australian Power Players Join Boots Line-Up
Boots has also added two fast-growing Australian exports to its shelves this month: The Breakout Hack and Boost Lab, both part of York Street Brands.
Viral blemish-care brand The Breakout Hack landed in 115 Boots stores on 8 October, backed by Gen Z influencers including Chloe Burrows and Lottie Moss. Sister skincare label Boost Lab followed on 13 October, partnering with household names Lisa Snowdon, Patsy Palmer and Denise Welch.
“We sell one packet of our Pimple Patches every minute in Australia,” says Rachael Wilde, Co-Founder and MD of York Street Brands. “But the UK is new territory — this launch is about proving ourselves on a global stage.”
Boost Lab Co-Founder Craig Schweighoffer adds, “We already have an organic UK following. Partnering with Boots lets customers touch and feel our products for the first time, through a trusted retail name.”
No7 Expands on Adore Beauty
Back in Australia, Boots’ heritage skincare label No7 has broadened its reach, launching on Adore Beauty following a successful roll-out with Priceline.
The UK’s #1 skincare brand brings its award-winning ranges — Future Renew, Protect & Perfect, Lift & Luminate and HydraLuminous — to a wider Australian audience.
“Partnering with Adore Beauty allows us to inspire Australians to ‘believe in possible’ through No7’s transformative skincare innovations,” says Atilla Cansun, CMO at No7 Beauty Company.
Adore Beauty’s Jacq Vuleta adds, “No7’s reputation for innovation and results perfectly complements our mission to cater to diverse skincare needs.”
Read issue 85 of Retail Beauty below:
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