Kylie Cosmetics to be stocked in UK's Boots

By

Sandra Halliday

Published
Jul 9, 2021

Kylie Jenner’s Kylie Cosmetics brand is extending its UK distribution in a deal with the country’s leading beauty retailer, Boots, that begins this autumn.

It comes as the brand also prepares to launch a direct-to-consumer webstore in Britain next week, while the range will also be distributed via high-end department stores.

But the Boots deal is a crucial one, both for the retailer and for the brand, as Boots is the dominant British beauty-to-pharmacy retailer.

The business is on the road to recovery at present and is seeking high-profile new avenues to generate footfall and sales post-pandemic.

The news that's it’s stocking the Kylie brand comes at the same time as we heard it has signed up as the first partner brand for ITV’s new shoppable content drive.

Jenner’s almost-250 million social media followers are undeniably alluring for Boots as it takes her brand to the high street in the UK, a move that should help to attract more Gen Z and Millennial shoppers to its stores.

Kylie Cosmetics — now part of the Coty portfolio — launched originally with make-up but has added skincare too and both segments are strong ones for Boots.

The retailer has added 54 news brands over the last year, but the firm’s premium beauty senior buying manager, Alice Rafferty, still described the Kylie launch as a “big moment” for it.