Boots has teamed up with cult beauty label Fenty Beauty by Rihanna to sell the brand’s products online and in-store as part of its ongoing beauty offer revamp.
The health and beauty chain will sell Fenty Beauty across 32 of its UK stores and online as part of its ongoing bid to bolster its beauty credentials.
Boots is the second UK retailer Fenty Beauty has partnered with, alongside luxury department store Harvey Nichols.
Boots has launched a waiting list for shoppers to snap up Fenty Beauty products and will hold customer events in its London Sedley Place, Oxford Circus, Westfield White City, Glasgow, Nottingham and Newcastle next weekend to coincide with the launch.
Boots UK managing director Seb James said: “For 170 years, Boots has been helping women to feel great by making beauty accessible to everybody right across the UK. Fenty Beauty by Rihanna could not be more in tune with our shared values of making everyone feel great, all of the time.
“Launching Fenty Beauty is a pivotal moment in Boots’ beauty reinvention as we reimagine and redefine what to expect from high street beauty. Over the next six months, we are launching over 20 new brands to become the top destination for global cult beauty for the 1.3 billion customer visits we have to our stores and digital channels each year.”
Boots’ partnership with the brand comes as the business seeks to reinvigorate its beauty offer, which includes launching refurbished beauty halls across 24 of its stores, which will remove traditional beauty counters in favour of trending product zones and live demonstration areas.
The revamped beauty halls will be staffed by specially trained and brand-agnostic advisers.