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.
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Armani Luminous Silk Foundation Price: £28 A firm favourite with the A-List, this wonder product is a must-have in any beauty junkie's arsenal - you'll notice it consistently makes the 'best' lists for most skin types including mature and even dry. Not only does it blur imperfections, but it lights up your skin to give you that post-holiday glow. A cult classic among make-up artists the Armani Luminous Silk foundation finds the sweet spot between glow-giving and mattifying - it's oil free and infused with skin plumping glycerin. In our experience, this one works best when set with a light dusting of powder. Sameeha Shaikh, beauty writer, says: 'The multi-award winning foundation is as lightweight as they come and offers a medium coverage which can be built up to impart a covetable natural-looking second skin finish. 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Rachael Martin, beauty director, says: 'I tested the Estée Lauder Double Wear Foundation several times in the run up to my wedding and I realised I was incredibly impressed by it- in fact, it quickly became my weekend foundation- the perfect option for when I wanted to feel a little bit more 'done' when compared to my daily, more sheer finish. The key to beautiful skin was keeping the amount I applied to a minimum. The more delicate I was with the application, the happier I was with the finish. My skin appears more matte while a touch of my natural sheen is still able peek through. Overall I'd describe this as a great, medium to full-coverage foundation that plays well with all skin types, especially skin that errs on the oilier side. There's also an impressive 60 shades comprising of cool and warm tones - meaning there's likely to be something for everyone. While those who love a totally natural look might not find favour with this one, others will be delighted by the promise of longevity and flawless looking finish.' Shade range: 60 Coverage: Full Finish: Matte Size: 30ml Ingredients: Mica Pros This is sweat, heat and humidity-resistant, as well as being waterproof Can be mixed with moisturiser if you're after a slightly more sheer, but long-lasting finish 60 shades catering to all skin tones Cons You'll need to apply it in light layers to avoid a cake-y look Has the potential to settle in fine lines 3. Glossier Stretch Fluid Foundation Glossier's Stretch Fluid Foundation launch arrives hot on the heels of the brand's OG Stretch Concealer, £22. Made with an impressive 89% skincare base, this nourishing gel-crème formula is brimming with a medley of plant-derived squalene and glycerine - both hero hydrators. Shine never reaches OTT levels thanks to the help of mattifying rose berry and plankton, while amino acid-coated pigments make for seamless blendability. Sameeha Shaikh, beauty writer, says: 'It takes a lot for a new foundation to turn my head. After all, there's a lot to consider: the finish, the glow factor, the shade range, the list goes on. For me, the right one delivers a natural-look, even coverage that lasts and blurs my post-acne pigmentation, all while blending seamlessly into my olive toned South Asian skin. I did warn you it was a lengthy list. That said, this foundation ticks every box. And patchiness with wear? Not a hint. It doesn't take much for a beauty product to make it big on TikTok these days, but as far as Glossier's Stretch Fluid Foundation is concerned, the hype is well-deserved.' Shade range: 32 Coverage: Light to medium Finish: Radiant Size: 30ml Ingredients: Amino acids, rose berry and plankton Pros Natural-looking, radiant finish Hydrating squalane for a comfortable wear Plenty of online videos with before and after results Cons Some reviewers say the shade matching system is confusing 4. Nars Cosmetics Natural Radiance Longwear Foundation Price: £41 It's no secret that Nars are renowned for their excellent foundation offerings, and their Natural Radiant Longwear foundation is no exception. It's perfect if you're after lightweight medium-to-full coverage foundation that encourages a lit-from-within luminosity. It's also ideal if you're after a natural looking, lightweight finish. Rachael Martin, beauty director, says: 'I have a lot of foundations at my disposal (the joy of the Grazia beauty cupboard) but I'll always come back to this one. I'll team it with my favourite mattifying powder, and always end up glowing - while never looking greasy. Those with combination skin types will know that finding the balance here is never easy. My top tip? Use just the smallest amount and add coverage gradually. Although it does feel lightweight the pigment is a dense one meaning you'll likely go from natural to full glam in an instant. What the Grazia Beauty Testing Panel says: Hannah Daniels is 28 years old and has a medium complexion with combination skin. She says: 'I tried the Natural Radiant Longwear foundation for three weeks. I started with my normal skin care routine and then applied my primer, I applied the product with a foundation brush working from the centre of my face outwards (following the instructions on the packaging).The coverage was buildable, and I found two pumps was perfect for a medium to full coverage. I then continued with the rest of my make-up routine and this foundation seemed to work well with all the products I use. Initially, I was very impressed, I found the foundation easy to blend and my skin felt lightweight with a lovely natural glow. The longest I wore the foundation was for 10 hours. I did find that after this amount of time the foundation was clinging to the drier patches on my face but stayed controlled on the oily areas. On days when I wore it for less time, the dry patches were less noticeable. I also found that it was fade and sweat resistant. With everything considered, I will be adding this foundation to my collection. I personally think that the claims the foundation make are true, especially for oily to combination skin. I loved that my skin felt lightweight and breathable, I also loved the natural glow and coverage it gave me. I think value for money is good, you know you are getting a certain quality with Nars products.' Shade range: 21 Coverage: Medium Finish: Radiant Size: 30ml Ingredients: Raspberry, watermelon and apple extract Pros Contains raspberry, apple and watermelon extracts to improve skin texture over time Buildable and blendable Up to 16 hours of wear Cons Can look a little full-on if too much product is applied 5. Shiseido Synchro Skin Self Refreshing Foundation Price: £45 Made with 'self-refreshing' technology - yes, really - this foundation works hard for those with combination skin types. It resists heat, oil, and humidity and adapts to skins condition texture and tone for the smoothest finish on even the hottest of days. Bonus points, as it contains SPF 30 - ideal for bolstering your daily sunscreen. Rachael Martin, beauty director, says: 'I love this foundation. It's spenny, but in my option worth every penny. Just a small amount smoothed over my complexion adds real radiance and glow that mimics a good nights sleep. I use my fingers to dot it on and blend it out - this works well to keep it sitting pretty all day long. I also find it's a particularly good holiday foundation for those with combination or oily skin types - it's waterproof meaning so sliding or slipping.' What the Grazia Beauty Testing Panel says: Bethany Higgins is 19 years old and has pale combination skin with freckles. She says, 'I have been testing this product for the past month. Upon first impression I was very impressed with how easy the product was to blend in whilst creating a streak-free look, I tested blending it with a beauty blender and a brush and both gave a very flawless look. The product has Active Force Technology which supposedly synchronises with the skin to resist heat/humidity/oil so that it stays flawless up to 24 hours. After testing the product over this period, I can say it does do everything it claims however one thing I did note was it got quite oily in my t-zone after wearing it on a night out - it did look fine again after using some pressed powder. It is a very luminous foundation and gives the effect of a second skin without making you look cakey. Another main benefit would be its durability whether that be working all day, going to the gym after work or going to a bottomless brunch it doesn't budge off your face even without using a primer/setting spray.' Shade range: 25 Coverage: Buildable Finish: Satin Size: 30ml Ingredients: Glycerin Pros Oil-free SPF 30 Second-skin feel Cons Expensive One reviewer said the consistency 'seemed a little watery.' 6. Maybelline Superstay Foundation Good things come in small packages if this foundation is anything to go by. A pressed powder foundation, the coverage is medium to full matte. You can apply it with a sponge applicator. Sameeha Shaikh, beauty writer, says: 'When I was first introduced to this product, I thought it was too good to be true. A powder foundation that can boast the same coverage as a regular foundation but with the lightness of a powder? No way. But this proved me wrong. 'Full coverage in one swipe' – are the words of make-up artist Adeola Gboyega, who demonstrated its benefits on my skin when it launched. The results still astound me.' Shade range: 9 Coverage: Full Finish: Matte Size: 30ml Ingredients: Mica Pros Lightweight Good price point Cons Went viral on titkok - prone to selling out Clunky packaging 7. L'Oréal Paris True Match Liquid Foundation Price: £10.99 Beloved by beauty editors and influencers alike, L'Oréal's True Match Foundation is something of a cult classic - and it's perfect for combination and oily skin types alike. Beautifully blendable and buildable, the lightweight liquid foundation boasts an ultra-creamy formula allowing it to melt onto the skin effortlessly. Hello smooth, luminous skin in an instant. 'Apply this one with a tapered, fluffy brush for the best results,' says Enya. Rachael Martin, beauty director, says: This has been an everyday classic for sometime, not least because of the affordable price tag. I have skin prone to redness so I find it quite tricky to find the correct shade, but there's 48 here meaning there was plenty of options to consider for my own unique undertone. Where application is concerned, I put a small amount on my hand first before smoothing onto my skin with a stippling brush - this helps me to have better control of how much product I'm using. It glides on beautifully, the finish is smooth, and there's a subtle glow there too - I assume there's the hyaluronic acid and glycerin to thank for that. I've tried it without powder before, but, because of the hydrating properties, it does tend to slide off. With some setting powder, however? I'm left with hydrated, dewy looking skin without so much of a hint of oiliness. No touch-ups needed. And did I mention it also contains SPF? While it's only SPF17 (you will need a standalone SPF too) it's still reassuring to know it's bolstered with protection. It's a beauty bargain and works well for combination skin with just a little effort.' What the Grazia Beauty Testing Panel says: Hannah Carroll who is a mum of three says, 'Despite my initial concerns about its liquid consistency, True Match surprised me by melting into my skin like a dream. It's lightweight, ridiculously blendable, and almost undetectable once applied. Unlike some thicker foundations that sit on top of your skin, making every fine line and pore scream for attention, this one has an almost skin-like finish. It just works. Application is effortless, whether you're using a brush, sponge, or your fingers. As a girl of the '90s, I like to do all three. It doesn't cling to dry patches, and unlike some heavier formulas, it doesn't make you feel like your face is suffocating by lunchtime. If you love a full-on Instagram filter level of coverage, you might need to work harder with True Match but you can build it up in areas where you need a little extra help. L'Oréal has done a fantastic job expanding the True Match shade range. As a mixed-race woman, finding the perfect shade is one of the biggest battles, but hats off to L'Oréal; this is probably my best colour match. It is an excellent choice for combination skin. It adapts brilliantly to both oily and dry areas of my face. I really liked that it provides buildable coverage and a natural, flawless finish without feeling heavy. The foundation provides a subtle glow, leaving the skin looking radiant without looking like I am wearing too much make-up. It really is ideal for combination skin that needs moisture and oil control.' Shade range: 40 Coverage: Light Finish: LuminousSize: 30ml Ingredients: Hyaluronic acid, glycerin, aloe vera and vitamin B2 and provitamin B5 Pros Infused with hyaluronic acid, glycerin, aloe vera extract, vitamin B2 and provitamin B5 Contains SPF Great price Cons Pump can be temperamental 8. Yves Saint Laurent All Hours Luminous Matte Foundation with SPF 39 Price: £42 Do you have combination skin but still like a matte finish? This one's for you. Rachael Martin, beauty director, says: 'The Yves Saint Laurent All Hours Luminous Matte Foundation is feather-light and formulated to effortlessly cover imperfections - all while providing a barely-there, second-skin feel. I apply just a little to the back of my hand then sweep on with a foundation brush for buildable coverage that lasts from dusk until dawn - even on the sweatiest of commutes. I wore this one to my Christmas party last year and my skin remained flawless for hours - not even a hint of excess oil seeped through! Would recommend.' Shade range: 40 Coverage: Buildable Finish: Luminous matte Size: 30ml Ingredients: Hyaluronic acid Pros Contains hyaluronic acid SPF39 PA++ Suited to sensitive skin Boasts long wear Cons We noticed one reviewer said they did notice separation after 'a long day' so may benefit from a setting powder 9. Kosas BB Burst Tinted Gel Cream Chances are you'll have seen this one on TikTok - it's beloved by content creators thanks to its skin beautifying abilities. It's light, but buildable, and can be teamed with a concealer for added coverage. Rachael Martin, beauty director, says: 'I've been testing this tinted gel for a few months now and I'm officially hooked. I have combination, problematic skin (to say the least) so I need to be rest assured that incorporating any new base products into my routine won't break me out. This, I kid you not, has left me with some of the best skin I've had in years. I apply a small amount with my fingers tips and blend it across my whole complexion. Not only does it refine and even out my skin instantly, but the assortment of skin loving ingredients (think zinc to minimise redness and copper peptides to boost collagen) has plumped and soothed in the long run, too. I do have to give it a little top up around about lunch time, though - but it leaves me looking so radiant that I can't really complain.' Shade range: 24 Coverage: Light Finish: Dewy Size: 30ml Ingredients: Zinc, copper peptides, collagen Pros Zinc calms redness and irritation Can be applied using finger tips Silky, blendable formula Cons May need topping up throughout the day - especially for those with oilier complexions. One reviewer said the texture can cling on to dry patches 10. Hourglass Vanish Seamless Foundation Stick Price: £49 Ideal for travelling, the Vanish Seamless Foundation Stick is a long-wearing high-pigment dream suited to those who prefer a bit of extra coverage. Sameeha Shaikh, beauty writer, says: 'My all-time favourite foundation comes in stick form! It may look thick and uber-coverage at first but upon application you'll find it blends out a dream and comes equipped with a natural-looking finish – and that's all down to the innovative formula which means it boasts the fluidity of a liquid and the weightlessness of a powder in one. It's both my go-to for a quick fix face and an ultra-glam evening. There's several shade options suited to most undertones, plus it's incredibly long lasting - useful to those with oily meets combination skin types.' What the Grazia Beauty Testing Panel says: Becky Cook is 38 years old with blemish-prone combination skin. She says, 'As a busy mum to three young boys, I'm always on the lookout for products that are quick and easy to use. At 38, I've been dealing with combination skin for years, and I've relied on the same foundation for over 20 years (in its interactions, 12hr stay, 24hr stay, 48hr stay). I also have fair skin with blemishes, redness, and birthmarks, so full coverage is a must for me. I tested the foundation for the first time on a typical hectic school drop-off morning, with only a moisturiser as my base, true to my lifestyle. I wanted to see how the foundation performed in my real and raw routine. Straight away I was impressed by how smoothly it went on and the level of coverage it provided. The Hourglass Vanish Seamless Foundation Stick does deliver on its promise of full, concealer-like coverage and provides a perfect colour match. However, I struggled with blending. That said, I did receive some positive feedback on my skin, with a colleague mentioning how clear it looked, which I do attribute to the foundation's impressive coverage.' Shade range: 32 Coverage: Full Finish: Natural Size: 7.2g Pros Blendable formula and finish Waterproof Coverage is buildable Great for travelling Cons Very dry skin types may not love the thick(ish) coverage Can emphasise pores or dry patches if not blended properly Doesnt feel weightless, according to Cook 11. Max Factor Miracle Pure Skin Reset Serum Foundation Price: £15.99 This serum foundation combines the power of skincare and make-up into one. It provides skin perfecting coverage and an even skin tone with a satin matte finish, and is powered by a cocktail of 2% niacinamide and bisabolol. It comes clinically and dermatologically tested, so you can rest assured it is suitable for sensitive skin. Experience a healthy looking skin with What the Grazia Beauty Testing Panel says: Lauren Howe is 39 years old mum and loves a medium coverage foundation with a 'lit from within' glow. She says: 'My first time trying the Max Factor Miracle Pure Skin Reset 2 in 1 Serum Foundation was a bit of trial and error with regards to application. Having used both the beauty blender and my foundation brush I'd recommend this is best applied with your fingers for a seamless, skin-like finish. It blended in really well and was easily buildable. It's perfect for a weekend as it still let my skin show through for a more natural look. The addition of the skincare really did make it feel like I wasn't wearing any make-up, and with a little concealer for areas that needed additional coverage, was great at just making me look a little more polished. I loved that it could be applied with my fingers, and the glow it gave was definitely above its pay grade so would be a nice option if your skin is a little less oily/combination than mine.' Shade range: 9 Coverage: Medium, natural coverage Finish: Satin matte Size: 30ml Pros Glowy finish Great value for money Easy to apply Cons Limited shade range Can wear off easily 12. Urban Decay Face Bond Foundation Price: £36.50 This natural-looking soft matte finish foundation claims to be water, humidity, and sweat-proof, while lending a buildable medium coverage. It boasts in-built spherical setting powders that help to absorb sweat and oil, alongside 3% niacinamide to improve skin texture while perfecting the look of it with an ultra-thin, featherweight and comfortable formula. What the Grazia Beauty Testing Panel says: Gagandeep Chauhan is in her 20s and has combination skin. She says, 'I used the foundation almost every day for a fortnight. I started by applying the foundation to my face with a brush followed by a beauty blender to blend into my skin, which was very easy to do and didn't leave any fine lines or feel cakey – my skin felt very breathable and had a nice dewy look. When actually applying the foundation to my face I was surprised by how light it felt on the skin, I could hardly feel the liquid on me which meant it applied seamlessly. I usually use a thick foundation on my combination skin, but was surprised to find that Urban Decay's gave me much more coverage - my hyperpigmentation acne and pores were more hidden - even though it felt lighter on my skin.' Shade range: 40 Coverage: Buildable medium coverage Finish: Soft matte Size: 30ml Pros Lightweight and breathable finish Doesnt require a setting powder Improves skin quality Cons Can feel dry after 12 hours of wear What's The Best Way To Prep Combination Skin For Make-Up? 'Firstly I'd look out for products that are non-comedogenic which means non-pore clogging ,' explains Enya. 'You can prep your complexion with two different products to suit your combination skin. Use a more mattifying primer around the t-zone and a more hydrating product around the cheeks or anywhere else where you might be dry. Her top tip? 'Leave behind any rich moisturisers. Those should be saved for bedtime. Otherwise, your make-up will slide off the skin.' What's The Best Way To Apply Foundation For Combination Skin? 'The best way to apply foundation for combination skin is dependant on what finish you're after. I don't believe there's a right or wrong way to apply foundation for an oily meets dry complexion. It's so much more important to ensure you're using the right foundation for your skin type. I would use a flat brush starting from the middle of the face and out towards the jaw line if I wanted a heavy finish. For a lighter finish I'd use a more rounded fluffy brush, and for a 'flawless filter' type look I'd always use a sponge.' Rachael Martin is Grazia's Beauty Director. Originally from Northern Ireland, she studied English Literature at Queen's University Belfast, before moving to London to pursue a career in magazine journalism Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).
