Boots brings nostalgic budget-friendly brand known for their mascaras back

While filling a cosmetics bag can prove pretty costly, particularly with everyone scrambling to try the latest viral sensations and new launches, there certainly seems to be a growing appetite for affordable makeup once again. And Boots is cementing its status as the go-to retailer for exactly that, with the launch of not one, but three budget-friendly brands both in store and online.

With the rise of social media, there was a surge in shoppers opting for more luxury products and celebrity favourites. However, with the cost of living crisis and customers getting more savvy, shopping habits have shifted, with more beauty fans looking for high-performing products that don’t drain the bank.

This summer, the retailer has announced the launch of three of TikTok’s most talked about brands - one of which will no doubt bring nostalgic joy for many after. It comes as the high street favourite is set to see more than 400 new cosmetics lines landing in the coming months.

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Boots isn’t the only retailer leaning into the budget-friendly beauty trend, either, as this week saw the launch of Trouble Maker into Superdrug. The bold new brand promises innovation at pocket-money friendly prices, with prices starting from £2. Meanwhile, Sephora’s own brand Sephora Collection offers a range of cosmetics, skincare and more from £1.99, with more than 450 product lines to choose from.

The three brands that have hit shelves at Boots this week are Catrice, an affordable German brand, alongside SheGlam making its UK debut, and the much-missed Essence will be returning to the high street, delighting customers who have been begging to see it make a comeback.

After the closure of Wilko stores across the UK, Essence was like gold dust, but Boots is making it easier than ever to get your hands on. Known for Lash Princess mascaras and Juicy Bomb Shiny Glosses, the brand delivers ultra-affordable prices starting from £1.29.

One product expected to be a hit is their Jelly Grip Hydrating Primer, which costs £3.99. If we had to liken it to a more expensive product, we’d say its tacky formula works in a similar way to Milk’s Hydro Grip Primer, which retails at £35.

Catrice is another name dominating TikTok right now, racking up over 26 million views in the past week alone. The clean, cruelty-free and vegan brand has been praised for products like the Aqua Splash Grip Primer and Under Eye Brightener, which have earned loyal followings for their quality and accessible price point. The Catrice range’s most expensive product is £6.99 for their Soft Glam Filter Fluid, which has been likened to Charlotte Tilbury’s £39 Flawless Filter.

And available on the high street for the first time ever is SheGlam - a trend-led brand loved for its Pout-Perfect Lip Plumper and Colour Bloom Liquid Blush. Their products range from £2.99 to £8.50, proving shoppers no longer need to spend a small fortune on restocking their kit.

Speaking on the latest launches, Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots said: “Boots is proud to be bringing a growing lineup of socially native, trending beauty brands to the high street. Beauty lovers want to test, trial, and play before they buy, and now they can experience some of the most buzzworthy, viral brands in person at Boots stores nationwide. By staying closely tuned into emerging trends and listening to what our customers want to see on our shelves, we’re continuing to elevate our beauty offering, making the latest social media sensations more accessible than ever.”

The beauty boom doesn’t stop there, though, with Boots also expanding the ranges of other social media-famous brands like Tirtir, the K-beauty label behind the viral Red Cushion Foundation, and Sacheu, known for innovative multi-use products.

Sacheu is expanding its range to include more product lines for eye, cheek and lip, such as its Cheek STAY-N and Brow & Freckle STAY-N, which will launch in over 90 Boots stores. Meanwhile K-Beauty brand Tirtir, famed for its game-changing Red Cushion Foundation, will be available on the UK high street for the first time, launching in 30 Boots stores nationwide. Shoppers can test and trial its range of 23 foundation shades, alongside other new, viral-worthy products like the Glide and Hide Blurring Concealer and Waterism Glow Tint.

Both brands launched at Boots earlier this year under its new accelerator programme, which identifies and rapidly brings the biggest viral and emerging new brands to the high street. As a result, if you’ve seen it buzzing on TikTok, there’s a good chance it could be coming to the high street not too long after.