Boots launch 400 premium haircare products from Redken, Wella, Color Wow, OUAI & more

High street beauty retailer Boots has launched a 'premium' and 'professional' haircare category with hundreds of new branded products to purchase.

Over 400 new haircare products will be available from Boots today (Wednesday October 18) alongside a new 'haircare hub' for expert haircare education and advice. Luxury brands already available on the Boots website include Philip Kingsley and Coco & Eve.

Now, shoppers will be able to snap up products from high-end haircare brands such as L’Oréal Professionnel, Pureology, OUAI, Briogeo, FUL, Matrix, Color Wow, Drybar and Wella Professionals. The products will include new 'salon-grade' shampoos and conditioners, styling products, masks and treatments.

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Jenna Ward, Head of Beauty Reinvention at Boots: “Our customers trust Boots, and know that we will only bring them brands and products that we truly believe in. The launch of ten new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choice across our extensive haircare offering. We continue to innovate and transform our beauty offering at Boots and, with over 250,000 searches for premium haircare brands on boots.com in the last 18 months, we knew this is what our customers wanted to see from us next.”

These brands will also be rolling out into selected stores over the coming months. Shop Boots online here.

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