Jenner hits the high street: Kylie Cosmetics to launch in Boots

The UK retailer has announced more than 54 beauty launches in the past year, which are mitigating lockdown losses

British high street shoppers will soon find it even easier to get their hands on Kylie Cosmetics by Kylie Jenner, as UK retailer Boots has announced it will be stocking the newly-relaunched line later this year.

Commenting on the news, Boots UK’s Premium Beauty Senior Buying Manager, Alice Rafferty, said: “Launching Kylie Cosmetics is a big moment for us and we are so excited to announce that her highly-anticipated range will be coming to Boots later this year, making it more accessible to UK customers than ever before.

“We are always on the lookout for the best beauty brands to bring to the high street and we can’t wait for our customers to get their hands on Kylie’s products.”

The now-vegan formulas will be available in selected Boots stores and online via boots.com, with a waiting list now in place to keep fans of the brand updated about official drop dates.

The Walgreens Boots Alliance-owned pharmacy chain is at the vanguard of Britain’s return to physical retail following months of Covid-related lockdowns and, in addition to Jenner’s brand, has announced more than 54 beauty brand launches in the past year.

It’s a move that appears to be paying off in terms of attracting customers back into brick-and-mortar spaces, as WBA recently reported in its third quarter results that Boots’ comparable retails were up almost 40%, compared with the three months in 2020.

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