Wrinkles Schminkles Partners with UK's Boots
Australian skincare brand Wrinkles Schminkles launches in over 60 Boots UK stores and online from September 9, its first UK retail partnership.
Wrinkles Schminkles will launch in more than 60 Boots stores across the UK and Ireland, and online, from 9 September. This marks the Australian skincare brand's first UK retail partnership.beauty.
The rollout will occur through Boots Ignite, the retailer's platform for introducing emerging and challenger beauty brands. It provides Wrinkles Schminkles with its first physical retail presence in the country. The brand had previously developed a UK direct-to-consumer customer base.
Initial store locations include Boots on Tottenham Court Road, in Covent Garden, and Knightsbridge. It will also be in the Manchester Market Street store. The brand will enter Boots Beauty stores at Battersea Power Station and Bristol Cabot Circus.
Brand Leadership on the Partnership
Lauren Myers, Chief Brand Officer at Avenir Collective, which owns Wrinkles Schminkles, called the launch a major milestone and an exciting moment as the brand relaunches globally. "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 said.
Myers identified a powerful opportunity at the intersection of beauty, aesthetics, and at-home care. She stated the brand complements the growing professional skincare market while bringing results-led solutions into daily routines.
Product Range and Technology
Founded in Australia in 2014, Wrinkles Schminkles specializes in targeted, non-invasive wrinkle patches. Its signature products use 100% medical-grade silicone designed for reuse. The technology adapts methods established in scar care for areas like the forehead, eye area, 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 and maintains moisture at the skin's surface.
Boots will initially stock 10 products priced between £15 and £30. The assortment includes Forehead Wrinkle Patches, the Chest Wrinkle Patch, and Self-Dissolving Microneedle Patches. A new product, the Brow Frown & Bunny Lines Wrinkle Patches, will launch at Boots in September.
The following table lists the initial product types mentioned for the launch:
Portfolio and Future Ambitions
The Wrinkles Schminkles portfolio extends beyond reusable silicone patches. It also includes Face Polishing Peel Pads formulated with AHAs, BHAs, and PHAs. The line has Facial Plumping Sheet Masks containing peptides, collagen, and hyaluronic acid.
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 while expanding its retail and distribution footprint.
Poynter told TheIndustry.beauty that Wrinkles Schminkles holds a distinctive market position. He said its products can complement professional treatments while offering an effective, accessible at-home solution. The ambition is to build on existing foundations and reach a much broader global audience. This involves investing in the brand, expanding its retail and distribution footprint, and building a strong community of consumers and advocates. He sees an opportunity to take the brand further into new markets, new channels and new consumer audiences.
