Boots adds Huda Beauty to growing list of cult brands

By

Barbara Santamaria

Published
Jan 23, 2020

Boots has secured another global makeup sensation after launching Rihanna’s Fenty Beauty, Morphe and skincare revolution The Ordinary.

The British retailer announced that Huda Beauty will be available on the UK high street for the first time, launching online and in selected stores from the end of January.

The makeup brand is the brainchild of beauty guru Huda Kattan, who has a net worth of $610 million and was one of the top 40 wealthiest self-made women entrepreneurs in the US in 2019, according to Forbes.

In addition to launching the brand, this year Boots will open 60 revamped beauty halls across the UK, removing traditional beauty counters to fill the space with open furniture, trend-driven zones, play stations, discovery areas and live demonstration zones.

Joanna Rogers, trading director and VP of beauty at Boots, said: “2020 will be another big year for Boots Beauty with the beauty phenomenon Huda Kattan online and in stores across the UK, making another brand more accessible for our customers to explore.”

Huda Beauty is one of several brands arriving at Boots this year, including Givenchy and Kendall Jenner’s Moon Dental range. 

“Customers will also see exciting new brand launches in haircare and self-selection cosmetics,” Rogers continued.

Boots is hiring hundreds of beauty specialists to offer customers advice across all brands, from premium to mass cosmetics. Specialists receive an in-depth training programme to learn how to advise customers on skin tones and types, and are trained to identify customers’ needs.