Boots UK in the last year have expanded their fragrance category into new audiences, bringing the world of Niche, Luxury & UK first brands to the market. With significant investments across core estates to improve customer experiences & interactions with brands we all know and love.

Alongside this the opening of a new boutique, launching over 30 new brands, bringing new brands into the UK market both in store and online. With primary aim of introducing, educating and inspiring the UK market with hundreds of fragrance from amazing founder led brands, supported by fragrance foundation educated staffing model to ensure every customer is matched to their perfect scent or gift.