Boots has opened its new 28,524 square foot format store in Covent Garden, London. The Brand new Beauty and Wellness halls will introduce exciting new brands, innovative experiences and access to expert advice.

The new Beauty Hall will have over 300 brands including Fenty Beauty and Urban Decay, with advice on all the brands from the passionate and committed Boots Beauty Crew as well as Instagram points and two beauty studios. Covent Garden will also be home to Boots biggest ever wellness range, with 32 new brands including Beauty Kitchen and Equi. There will be a rehydration point for refilling water bottles and an Innocent bar for people to pick up snacks. In Pharmacy, there will be express pickup lanes, extra advice and consultation spaces and a warmer and friendlier waiting area with a great view over Covent Garden Market.


Sebastian James, Managing Director, Boots UK and ROI said Our new Covent Garden store starts a journey of reinventing Boots for the future. The store is full of exciting beauty brands, ideas for living well and services to help you get better, all with the great care that Boots colleagues give. We will learn what people love and want from this shop and this will help us shape a blueprint for our whole 2,500 store estate.”

Boots worked with experience agency Dalziel & Pow on the new store which is home to Boots biggest ever wellness range. The launch includes 36 new brands and over 300 new lines, including sustainable toiletries, eco-friendly sanitary protection and CBD products. An ‘Innovation Studio’ will house cutting-edge health and fitness technology, including FitBit, with eco-conscious shoppers set to love the ‘Beauty Kitchen’ where they can refill their empties from this natural and sustainable brand. Knowing it is easier to find free WiFi on the high street than free drinking water, customers will be able to refill their water bottles at a Rehydration Station. 

Beauty at Boots has been transformed. Covent Garden will have exciting high street firsts in beauty including Josh Wood Colour Consultations and a La Roche-Posay skincare tool. The store will be home to exciting new brands like Fenty Beauty and Urban Decay, and a dedicated skincare zone with cutting edge brands like BYBI and Skyn Iceland. Due to the rise in popularity of masks Boots will be launching its first ever Mask Bar. A new beauty playground of trend zones, discovery areas and live demonstrations, will be crewed by brand agnostic Boots Beauty Specialists. Customers can then show off their new buys in a special Instagram zone.

The new pharmacy area is a warmer and more inviting space and will also offer access to more convenient healthcare. The new Boots Free Online NHS Repeat Prescription Service offers an easier and quicker way for customers to pick up their prescriptions and customers in Covent Garden will have the option of ‘express pick-up lanes’ and secure lockers. The store will also offer two of Boots newest pharmacy services – UTI Test & Treat which allows pharmacists to prescribe antibiotics without the need to see a doctor and the new Skin Scanning Service, a first of its kind in the UK to help people understand and treat skin conditions.

Boots Opticians stylish new store will provide everything you need to take care of your eyes with a huge range of stylish frames from brands including Gucci, Givenchy, Prada, Ray Ban & many more. Boots Opticians will also be launching Catch London, a new & exclusive brand from Tom Davies, loved by celebrities. There will be a limited edition range of 24 trend led frames specially curated for Boots Opticians customers. The team of in-store frame stylists have been trained in partnership with the London School of Styling.

There will be no single use plastic bags available in the new store, instead they have been replaced with more environmentally friendly unbleached paper bags. The switch to paper bags across Covent Garden and 52 other stores will take more than 900 tonnes of plastic out of the environment each year.