Curly hair brand Only Curls is celebrating one year since its first bricks-and-mortar launch with Boots, marking a milestone in its retail growth. Originally stocked in 390 stores in 2025, the range will expand to 762 stores in 2026, reflecting strong consumer demand and sales performance.
The expansion includes three new SKUs as part of Boots’ February 2026 category update: the Shine and Define Serum and the Intense range, comprising Intense Cream and Intense Gel. These additions aim to serve a full spectrum of curl types, from wavy to coily hair. Boots will lead the nationwide restock and launch of these high-demand products in stores, following repeated sell-outs online.
Only Curls has also strengthened its online presence with 14 new SKUs on Boots.com over the past year, including children’s products, travel minis, and seasonal gift sets. Branded floor-standing display units in 112 key stores have further supported in-store visibility and sales.
Founder Lizzie Carter says: “Our partnership with Boots has been a gamechanger for Only Curls. Seeing our products in more stores is truly a ‘pinch me’ moment, and soon, on top shelves!”
From a kitchen-table start-up in 2016 to a multi-million-pound business, Only Curls has fulfilled over one million orders worldwide.
