UK-based pharmacy chain Boots is now selling products by cruelty-free beauty brand The Ordinary.
The Ordinary is one of the biggest brands on the beauty scene. Boots writes on its website, “far from ordinary, the pioneering brand offers an evolving collection of skincare treatments, which celebrates integrity, honesty, and functional beauty.”
The Ordinary makes cleansers, primers, hydrators, and exfoliators. The company does not test on animals and doesn’t sell its products in China — doing so would potentially require animal testing for registration purposes. The Ordinary says on its website that the “majority” of its products are vegan.
Joanna Rogers, Commercial Director and VP of Beauty at Boots UK, said in a statement, “We’re raising the bar for beauty at Boots to give our customers a choice of beauty favorites – from the loved and tested to the up-and-coming. The Ordinary brings brilliant, high-performance and efficacious products to Boots, and this launch is another important step in our plans to shake up what’s expected from high street beauty.”
Sixteen products are available online, including the Hyaluronic Acid 2% + B5, the Vitamin C Suspension 23% + HA Spheres 2%, and cleanser, primer, and retinol options. According to Bustle, most of The Ordinary’s products will be available in-store, too.
The Ordinary is one of 36 brands launching in Boots this year.
The Rise of Vegan Beauty
Vegan and cruelty-free beauty products are becoming more popular. Data by Grand View Research said that the global vegan cosmetics industry could reach $20.8 billion by 2025.
Superdrug, another UK-based pharmacy chain, is also tapping into this surge in demand.
Earlier this year, Superdrug reported a 750 percent increase in the sales of its own-brand vegan cosmetics line “B.” The chain credited the boost to 2019’s Veganuary campaign.
Gemma Mason, Superdrug’s Head of Customer Experience, said to Cosmetics Business that “more and more” shoppers are choosing vegan products. “Even if they don’t live a totally vegan lifestyle they want to ensure the products they put on their skin don’t include animal derivative,” she said.
The Ordinary’s cruelty-free products are available on Boots.com and at eight Boots stores across the UK, including Derby Intu Shopping Centre, Milton Keynes Crown Walk, Plymouth Drake Circus, Bromley the Glades Shopping Centre, Chelmsford High Chelmer, Dudley Merry Hill Centre, Hull St. Stephens Shopping Centre, and Glasgow Fort.