For emerging beauty brands, securing shelf space – whether physical or virtual – in a respected retailer can bolster their business exponentially.
With so many brands competing for a shot at in-store presence, the question of how to secure a spot turns to one of understanding what it is the buyers behind the UK’s biggest beauty retailers are really looking for.
As 2026 enters its last quarter, Cosmetics Business asked buyers from UK beauty retailers Boots and Lookfantastic to share insight into what it takes to get noticed, as well as reveal the themes, trends and ingredients they are seeking.
Read on to find out what it takes to become part of the retailers’ respective new brand cohorts for 2027.
What Lookfantastic will be looking for when onboarding beauty brands in 2027
Lauren Starkey, Senior Buying Manager – Skincare & Body, and Francesca Whitehead, Buying Manager, share why a strong founder and brand storytelling goes a long way
Lookfantastic's Altrincham
When it comes to Lookfantastic’s priorities for 2027, Whitehead shares that “all categories are super important, however, the biggest growth opportunities come from fragrance and make-up.”
She adds: “Regarding fragrance specifically, this is the largest category in the UK beauty market and Lookfantastic's fastest-growing category which we have seen over the past five years, where we have delivered 20% CAGR growth.
“To me that demonstrates both the strength of the category and the opportunity still ahead.”
Whitehead notes that “make-up is always a very exciting category”, with Lookfantastic holding authority in co
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