Boots has launched a new budget brand, 'everyday', with all products priced at £1.50 or less, including shampoo, shower gel, toothpaste, and period products. The move comes as UK inflation exceeds 10% for the first time in 40 years, driven by soaring food and fuel costs, prompting shoppers to seek deals and promotions.
The high street health and beauty chain said the range aims to help customers make 'small everyday switches to help save money' while still feeling clean and good. Jenna Whittingham-Ward, head of beauty for Boots brands and exclusives, noted that many people are facing tough choices between heating and eating, and the no-compromise range offers a solution.
The 60-product line includes large bottles of shampoo and conditioner for 75p, period products starting at 70p, as well as toothbrushes, cleansing wipes, and hand wash. Boots has also frozen prices on over 1,500 products until at least the end of the year to maintain affordability.
Retailers are adapting to straitened times, with Asda launching its 'just essentials' food brand in May. Boots CEO Seb James highlighted the 'lipstick effect', where small luxuries thrive during economic hardship, noting that beauty sales are up 14% year-on-year and fragrance demand has risen by nearly a fifth. Boots has seen 500,000 new signups to its Advantage loyalty card in six months.
