Boots has opened its first ever secret waiting list for a new mystery beauty brand launch

Boots offering has gone from strength to strength over the past few years and the retailer now stocks more brands than anywhere else on the high street. With over 500 beauty brands available, it’s truly the beauty destination of the nation and now Boots has opened its first ever secret waiting list for a new mystery beauty brand that is launching online on 20 August and in stores later this year.

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In lockdown alone, Boots launched 65 new brands and now it is adding to its repertoire with this secret new launch. The mystery brand in question has been searched for on by over 27,000 customers and is loved by both makeup-artists and beauty fanatics alike.

Boots secret brand

We asked Boots for a hint as to what the beauty brand is but all they could reveal was that the brand has made a name for itself celebrating individual beauty, offering make-up that enhances and not hides, and has set a (high) standard for shade diversity with universally flattering products for the eyes, lips and face.

If like us, your interest is well and truly piqued, sign up to the secret Boots waitlist from today for a chance to be the first to discover the new brand. Those that sign up will also have exclusive access to a 24 hour pre-sale before anyone else.


Shoppers can also enter a competition on the Boots app to win exclusive access to a masterclass with the beauty brand and £75 to spend on products from within the range. Count us in!

Intrigued? So are we and already have a particular brand in mind that we think it could possibly be. Consider the countdown to the 20 August on!

Sign up for the Boots secret waiting list here

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