17. Makeup Is Back — But Have We Outgrown It?

Today, Boots boasts some 500 beauty brands, from luxury offerings like NARS and Laura Mercier to trending brands such as Anastasia Beverly Hills, Kylie Cosmetics and Huda Beauty, with various shade ranges, skin types and emerging trends in mind. So why the revival of 17.? In a press release, head of beauty at Boots brands, Jenna Whittingham-Ward, said that affordability doesn’t have to mean a compromise on quality, adding that the store is excited to bring a new-look 17. to beauty-loving customers. 17.’s relaunch certainly started off promising. The brand’s imagery is young, fun and inclusive, while the collection is fully vegan and never tested on animals. There are new formulations, too, with a whopping 170+ products, and every item is under £5 — something many of us will be grateful for post-pandemic. Add to that our obsession with everything Y2K and it’s no wonder the beauty industry welcomed back 17. with open arms. But is it falling short?