Boohoo has launched its own beauty brand, marking the latest step in the online fashion retailer’s quest to become a “one-stop-shop for all things fashion, beauty and lifestyle”.

Boohoo beauty products on a pink background including The Pomade, the Brow Gel and a double-sided make-up brush

Boohoo said its makeup products will suit ‘all skin tones and complexions’

The beauty range, which will comprise 50 products, is made with vegan formulas and is cruelty-free. Boohoo said all items ordered from the range will be sent in recyclable packaging.

The beauty offering will contain both makeup products and accessories, such as a light-up mirror and a false lash applicator. 

Boohoo’s makeup products will be available in various shades to suit “all skin tones and complexions” and contain ingredients such as hyaluronic acid, aloe and coconut oil.

Products currently available to Boohoo shoppers include eyeshadow palettes, blusher and setting sprays.

The online fashion retailer will also offer a variety of product kits on its website as it aims to connect consumers with everything required to achieve popular TikTok beauty looks, citing the ‘clean makeup’ trend that gained popularity on the video-sharing app as an example.

Boohoo is the latest in a line of fashion retailers to unveil a health and beauty offering. Earlier this week, Next launched its own vegan skincare range

Boohoo, which bought the Debenhams brand and website in January 2021, has also recently opened a flagship beauty store in Manchester.

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