By will-buy
If you're anywhere from 25 to 65 and wore make-up like a teen, you'll remember Boots 17, the cheap, trend-led cosmetic brand that launched in 1968 and was pulled from stores in 2023.
Well, now it's back.
And while it's kept the name, Boots hopes that what it is touting as 'unbelievable quality at unbelievable prices' will appeal to a demographic which goes way beyond teenage girls.
'In 1968, 17 was launched to cater to the teenage revolution,' says Sophie Clapp, a pair of boots in-house historian and archivist.
These teens wanted make-up although not the stuff their mums were wearing.
It soon became a hit and throughout the 1970s, '80s and '90s, 17 evolved to keep pace with teens as well as their changing attitudes.
The 1980s saw, for the first time, a man – pop star Paul King – wearing cosmetics for a Boots 17 advert and wacky products, such as a lipstick which was blue on one side and red alternatively, along with the cult Twilight Teaser lipstick, which was a kind of pearly purple.
But by the 1990s it was all about girl power, with advertising slogans that read: 'It's not make-up, it's ammunition.' By 2023, however, the market had changed.
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'It had started to lose its way,' admits Jenna Whittingham-Ward, head of beauty brands at Boots. 'The market had changed so rapidly – it was all about Insta beauty and limited drops that sold-out instantly, and 17 just hadn't kept up.'
As an effect, it had been discontinued. But then, says the company, the pandemic hit also it realised there is a wish for quality beauty items that didn't cost the earth.
The result is that 17 has returned with products the brand says are benchmarked against premium names for example Bobbi Brown and Laura Mercier.
But how do they fully stand up?
We place a handful towards the test-
HITS
Eye Shadow Palette
This is available in five colourways and that i tried the pinks – a great mixture of matte and shimmer shades, much less sparkly and with good colour pay-off.
It's Charlotte Tilbury-esque but in a fraction from the price.
Buy for lb5.
Ink Legend Tattoo Eyeliner
This liquid liner with endurance comes in five shades.
I tried black, which offers a punchy amount of pigment if you are opting for cat-eye flick or puppy eyeliner, and budge once dry.
Buy for lb4.50.
Colour Glow Cream Blush
Also in five shades, it has a sort of cream-to-powder feel into it.
I tried Soft Peach and found it subtle but buildable for natural-looking colour.
It might be too matte for some however i liked it.
Buy for lb4.
MISSES
Second Skin Enhancing Foundation
This is available in 20 shades (more are planned) and it is half the price of Revolution's cheapest foundations (which number over 40), but I think it's half nearly as good, having a very flat finish.
Buy for lb5.
Eye Pigment Quick Stick
This has five shades.
I'd hoped it might be a Laura Mercier dupe however the crayon is not as soft as it must be – I broke the end trying to utilize it as there's an excessive amount of drag, and it doesn't go on easily and evenly.
Buy for lb4.
MAYBES
Light Reflect Liquid Highlighter
This is available in three shades and for me were built with a bit an excessive amount of sparkle to put on like a highlighter – I think shimmer looks modern-day.
But it had been fine when combined with foundation to give a dewier finish.
Buy for lb4.50.
Second Skin Enhancing Concealer
In ten shades, this isn't bad for a financial budget concealer and gave decent coverage but you'd need to make sure skin was well hydrated should you desired to use it beneath the eyes.
Buy for lb2.
