Beauty: The new brands hitting the High Street




Boots is fast becoming the go-to High Street retailer for beauty as well as health. This season it has expanded its own-label skincare offering, launched a nail polish collection and added another iconic makeup brand

Boots Glow Pineapple Sleep Mask, Serum and Gel Moisturiser, each £5

A capsule collection designed to “dial up skin’s brightness. . . without breaking the bank”, Boots Glow launched this spring to, well, glowing reviews. New for autumn is this trio of Glow Pineapple products, a sleep mask, serum and gel moisturiser all starring extract of the fruit, containing a skin smoothing, plumping and nourishing combination of vitamin C, alpha hydroxy acids and bromelain enzymes. The mask is a particular beauty: tap it onto cleansed skin just before bed and, after just one use, you wake visibly fresher-faced.

ICONIC London makeup, from £18 for a Lip Plumping Gloss

With Beyonce, Ariana Grande and the Kardashians all fans of the brand, Iconic London has attained cult status in just five years. “To think I started ICONIC London in my bedroom, and here we are announcing our launch into yet another fantastic beauty retailer – it’s a real pinch-me moment,” says founder Jade Elliott. The secret to ICONIC’s success is its ability to both tune into and set trends - the super-concentrated Illuminator (£30), which can be used to highlight, contour and/or give all-over glow, is so sought after, it attracts waiting lists.

Boots Ingredients Niacinamide Serum and Hyaluronic Acid Sleep Mask, each £5

Boots Ingredients Niacinamide Serum (43330622)
Boots Ingredients Niacinamide Serum (43330622)

Each spotlighting a super-hero ingredient, Boots Ingredients is another own-brand range which pairs results-driven formulas with a purse-friendly price point. This season’s additions, both vegan, are a sleep mask loaded with hyaluronic acid, to give a twice-weekly hit of hydration, and a serum which packs a niacinamide (B3) punch, to reduce red- and oiliness and restore balance. Again, the mask is a particular beaut: if your skin’s starting to get that onset-of-winter tightness, it’s well worth the fiver.

Boots Polished nail varnish, from £2.99 each

Polished at Boots AW 2020 (43330630)
Polished at Boots AW 2020 (43330630)

They’re fast drying, high shine, come in delicious colours and are a bargain price: the new Polished collection is another string to Boots’ own-brand bow. Spanning gel finishes, standard finishes, a topcoat, a base coat and more than 50 shades, from festive reds to fresh pastels, they’re also 100% vegan. There are five limited editions released seasonally, too, with autumn’s channelling fallen-leaf russets and golds.

Stocked at major Boots stores and boots.com


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