Wrinkles Schminkles launches in Boots stores
The Australian skincare brand Wrinkles Schminkles will launch in over 60 Boots stores and online from 9 September, marking its first UK retail partnership
Wrinkles Schminkles will launch in more than 60 Boots stores across the UK and Ireland, as well as online, from 9 September. This marks the Australian skincare brand's first UK retail partnership.
The rollout is happening through Boots Ignite, the retailer's platform for introducing emerging beauty brands. It gives Wrinkles Schminkles its first physical retail presence in the UK, following the development of its direct-to-consumer business there.
Initial store locations include Boots on Tottenham Court Road, in Covent Garden, Knightsbridge, and Manchester Market Street. The brand will also enter Boots Beauty stores at Battersea Power Station and Bristol Cabot Circus.
Brand Milestone and Strategy
Lauren Myers, Chief Brand Officer at brand owner Avenir Collective, called the launch a major milestone. "Boots gives us the perfect platform to make that shift, taking a brand with strong credibility in its category and bringing it to a much broader beauty audience," she told TheIndustry.beauty.
She said there is a powerful opportunity where beauty, aesthetics, and at-home care meet. The brand believes its products complement the professional skincare market while bringing results-led solutions into daily routines.
Product Range and Technology
Founded in Australia in 2014, Wrinkles Schminkles specialises in targeted, non-invasive wrinkle patches. Its signature products use 100% medical-grade silicone designed for reuse. This technology adapts methods established in scar care for areas like the forehead, eyes, mouth, neck, and chest.
The silicone patches are meant to be worn overnight or for a few hours. The brand claims they combine mechanical support with occlusion. This limits repetitive skin crinkling during sleep while maintaining surface moisture.
Boots will initially stock 10 products. The assortment includes the new Brow Frown & Bunny Lines Wrinkle Patches, which will launch only at Boots in September.
| Product | Price |
|---|---|
| Forehead Wrinkle Patches | £15-£30 |
| Chest Wrinkle Patch | £15-£30 |
| Self-Dissolving Microneedle Patches | £15-£30 |
| Brow Frown & Bunny Lines Wrinkle Patches | £15-£30 |
The portfolio also extends beyond reusable patches. It includes Face Polishing Peel Pads with AHAs, BHAs, and PHAs. Facial Plumping Sheet Masks containing peptides, collagen, and hyaluronic acid are also part of the line.
Future Growth Plans
The Boots launch follows the brand's acquisition by Avenir Collective in June. Ben Poynter, CEO of Avenir Collective, said the group plans to invest in Wrinkles Schminkles and expand its retail footprint.
He told TheIndustry.beauty the brand has a distinctive market position. Its products can complement professional treatments while offering an accessible at-home solution. The ambition is to build on existing foundations and reach a broader global audience.
This means investing in the brand, expanding its retail and distribution, and building a strong community of consumers. Poynter expressed excitement about the next chapter, seeing an opportunity to move into new markets, channels, and consumer audiences.
