Pure Beauty

Next bets on beauty with first in-house skin care brand Woah

By Becky Bargh | Published: 2-Feb-2022

British beauty and apparel retailer hits ground running with collection of 16 initial products

The beauty industry has welcomed a new brand in Woah, the first in-house skin care brand to launch from British retailer Next.

The high street name, which acquired a 25% stake in luxury apparel brand Reiss in 2021, hired the help of a leading skin care development lab and manufacturer to bring their beauty vision to life.

Using active and essential ingredients, the product line has been formulated to work on most skin types, with six targeted categories making up the initial launch.

Altogether 16 products comprise of the six categories: Calm, Soothe, Refresh, Brighten, Restore and Hydrate (from £8).

For the Calm range, the brand has launched a Cooling Micellar Water, Detoxifying Mask and Multivitamin Eye Cream; Soothe is made up of its Hot Cloth Cleanser and Moisture Boost, while Refresh contains the Refreshing Gel Cleanser, Vitamin C Serum and Vitamin C Gel Moisturiser.

Next new beauty brand Woah

Next new beauty brand Woah

Brighten features a Brightening Toner, Dual Action Exfoliator and SPF 30 Lotion; Restore includes the Melting Cleansing Balm, Recovery Night Serum and Recovery Night Cream; finally Hydrate is made up of Woah’s Hydrating Mask and Hydrating Mist.

The move comes at a time when the British retail stalwart is deepening its ties with the beauty industry.

In 2020, Next cut the ribbon on its first-ever dedicated beauty hall.

The dedicated home and beauty spaces were designed to be a “premium retail environment”, spanning make-up, skin care, hair care and fragrance, with categories from Clarins, Clinique, Benefit and Miller Harris.

Speaking at the time, Simon Wolfson, Next’s long-term CEO, who has held the position for more than two decades, said the expansion was an “exciting” opportunity for the business to create a new “force in beauty retailing”.

The news comes in the same week as fast fashion and beauty seller Boohoo announces its debut beauty line.

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