Feb 16, 2022
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Boots relaunches budget 17 beauty range

Feb 16, 2022

We all know how action-packed the affordable UK beauty market has become and from Thursday it’s about to get even busier, with Boots deciding to revive one of its classic make-up brands.


The UK health & beauty retail giant is set to relaunch its 17 teen brand, which was discontinued in 2018. It joins a growing list of new product releases in recent weeks, including Next and Boohoo launching into an increasingly crowded market.

The affordable make-up line, which originally launched in 1968, will be rebranded from Seventeen to 17. 

The line of 170 — now vegan — products, all priced at £5 or under, will include day-to-day essentials such as foundation, neutral lip shades and translucent setting powder, super pigmented eye sticks, bold liquid liners and lip glosses.

It will make its comeback from 17 February online and in 495 stores Boots stores across the UK from 21 February. The retailer is also running a 24-hour pre-sale for app customers from today.

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 make-up, 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.”

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