Pure Beauty

Cult favourite 17 returns to Boots


The affordable label, originally launched in 1968, was discontinued in 2018

Boots is rebooting its cult brand 17 with a new look and revised formulations.

Originally launched in 1968, the affordable label’s new 17 line-up consists of over 170 products with price points starting from £2.

The line-up includes a 20-shade selection Second Skin Enhancing Foundation that contains vitamin E and hyaluronic acid.

Meanwhile, the brand’s Colour Pop eyeshadow is infused with almond oil and is available in eight shades.

Jenna Whittingham-Ward, Head of Beauty at Boots Brands & Exclusives, said: “We believe beauty is for everyone, and affordable cosmetics doesn’t have to mean a compromise on quality.

Cult favourite 17 returns to 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!”

Boots announced in 2018 that it was discontinuing the line, then known as Seventeen, via an Instagram post in which it described the move as ‘emosh’.

17 is available online via boots.com from 17 February and will roll-out to over 400 Boots stores across the UK from 21 February.

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