Key Takeaways:
Every corner of UK beauty retail is inundated with growth, as big names continually battle to capture—and retain—consumer interest. From Sephora’s plans of 20 British stores by 2027, to Superdrug’s freshly announced immersive beauty playgrounds, and even Ulta Beauty’s recent acquisition of SpaceNK—which could ultimately see the retailer set up shop in the region—the UK beauty customer is spoiled for choice.
Shoppers are fully embracing the wide selection of beauty across the island. Last year, the beauty sector contributed £30.4 billion ($41.7 billion) to the UK GDP, growing four times faster than the wider economy after inflation, and supported nearly 700,000 jobs, as consumer spending reached £32.4 billion ($43.7 billion).
Taking advantage of this British beauty boom, Boots is further cementing its reputation as a household name committed to modern evolution with the launch of Boots Fragrance—its first standalone boutique dedicated entirely to scent. Set to open just in time for the holiday season rush in autumn 2025 at Broadgate Central in London, the 2,150-square-foot store will house over 400 luxury and niche fragrances, including more than 20 brands that will be entirely new to the retailer, as well as several UK exclusives.
The concept store honors Boots’ evolving strategy to expand its premium brand portfolio and invest in experiential retail environments. The news follows the debut of Boots’ first-ever dedicated beauty store at Battersea Power Station in 2023, as well as the revamp of its 180 beauty halls across its nationwide footprint. The announcement capitalizes on the rising momentum of the UK fragrance sector, which is projected to surpass £2 billion ($2.7 billion) by 2029.
Designed to be a sensory-forward location, Boots Fragrance will feature immersive discovery zones and experiential touch points that encourage consumers to engage with perfumery on a deeper level. Featuring luxury gift-wrapping services at a concierge with a team of specially trained fragrance experts, the store is set to offer a bespoke, high-touch service model typically associated with luxury department stores.
“Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers. As the nation’s favorite beauty retailer, we’re proud to be creating a space that not only showcases the very best in luxury and niche perfumery, but also makes it more accessible, inviting, and inspiring for all,” shared Chelsey Saunders, Director of Fragrance at Boots, in a company press release.
In addition to prestige names such as Hermès and Guerlain—both recent additions to the Boots roster—the boutique will spotlight emerging British founder-led fragrance houses and niche international labels, underscoring Boots’ intent to balance heritage with innovation. Boots has also confirmed that all brands stocked in stores will be available online and on the Boots app, with next-day click-and-collect available to 1,600 locations across the UK. A dedicated luxury and niche fragrance hub will also launch online in tandem, offering exclusive editorial content and brand storytelling.
Boots Fragrance will go head-to-head with The Perfume Shop’s new boutique store concepts located in Brent Cross Shopping Centre, London, and Lakeside Shopping Centre, Thurrock. Focused on luxury and niche perfumes, these boutiques intend to offer customers personalized fragrance experiences from brands including Maison Margiela, Prada Infusions, and Laboratorio Olfattivo.
“We know customers are increasingly looking for more personalized and premium scent experiences, and these new spaces allow them to truly explore and connect with perfume in a unique and elevated way,” said Gill Smith, Managing Director at The Perfume Shop, in a statement. “It is an exciting evolution for our business and one that we’re proud to lead as we continue to grow and innovate.”
With Boots Fragrance, the company is doubling down on a category that blends luxury appeal with everyday accessibility. By offering an elevated, expert-led retail experience in a modern, urban setting, Boots is not only reshaping how British consumers shop for fragrance, but also reinforcing its ambition to lead the future of British beauty retail.
“The UK fragrance landscape is thriving—dynamic, diverse, and more creatively ambitious than ever … The launch of the Boots Fragrance boutique is a powerful statement of its commitment to the UK fragrance industry. By championing both heritage and innovative new brands, Boots is now a key part of inspiring a new generation of perfume creators and perfume lovers,” concluded Christopher Yu, perfume industry expert and Trustee of The Fragrance Foundation UK.
