High street health and beauty retailer Boots has announced the return of its iconic ’17’ cosmetics range, with a brand new look and product formulation.
Retail Gazette reports that 17 launched on Thursday 17 February on Boots.com and in 495 stores in the UK from Monday 21 February.
Many people will fondly remember 17 as the original cult beauty favourite for generations of makeup lovers, and the brand was known for helping to inspire confidence and empowering self-expression with trend-led and affordable beauty for more than 50 years.
It’s likely that many women will still fondly remember their first 17 eyeshadow palette and blush and browsing the displays in store many years ago.
The new 17 collection aims to continue its legacy and celebrate every kind of beauty with everyday essentials such as skin-enhancing foundation, neutral lip colours, translucent setting powders to cosmetics for experimentation, including powerfully pigmented eye sticks, bold liquid liners and lip-boosting glosses.
The head of beauty - Boots brands & exclusives, Jenna Whittingham-Ward said that the brand believes beauty is for everyone, and affordable products do not mean a compromise on quality, adding that she was excited to bring a ‘fresh, new-look 17’ to beauty consumers at Boots.
“We know our customers love to experiment with makeup, and they want to try out the latest looks trending on TikTok without breaking the bank,” she added.
“We’re proud to have created a range of cosmetics in 17 without limits or barriers that’s accessible to all beauty fans across the UK – we just can’t wait for them to try it!”
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