In this exclusive interview series in partnership with Industry Beauty, we’ll feature one of CEW UK’s executive board members to gain insights into their careers and views on what being a business leader in today’s beauty industry means to them.
Chelsey Saunders is one of those special retail success stories. She joined Boots UK in 2011 as an Assistant Buying Manager and has since risen through the ranks to become one of the key figures shaping the high street retailer’s beauty strategy.
Following an almost seven-year stint with former Boots owner Walgreens Boots Alliance, where she held a number of beauty buying roles – culminating in Head of Department for Skincare & Suncare – Saunders was appointed Head of Category for Everyday Beauty at Boots, then Head of Beauty, and finally, in September 2023, her current role as Beauty Director for Fragrance, Skincare and Haircare.
In an increasingly competitive beauty landscape, Saunders has become one of the driving forces behind Boots’ continued expansion and elevation within the category.
In this interview, she reflects on her earliest memories of beauty and the influence of her mother, discusses the trends currently resonating with UK consumers, and explains how Boots is differentiating itself in today’s fast-evolving market.
Have you always had an interest in the beauty industry?
YES!! My mum was my first inspiration when it comes to all things beauty. Watching her carefully applying her skincare and makeup are some of my fondest memories growing up. She’s a big fan of great lipstick, and her top tip was to never leave the house without your mascara – something I live by to this day!
My mum was also where I first learnt about brands. Estée Lauder, Dior and Chanel were firm favourites on her dressing table. I would often have a cheeky spritz of her Dior Poison when she wasn’t looking. Shopping has always been my guilty pleasure; a visit to Boots or the local department store was often where we spent our Saturdays. And it is probably this that laid the foundations for a career in the beauty industry.
Why does it appeal to you and why did you want to work within it?
Making women feel great was ultimately my drive to pursue a career in beauty. I also love shopping, so getting a job in buying felt really quite appealing. I quickly learnt you need to be good at far more than just spending money! But the passion and drive for making a difference to people’s lives, helping people feel more confident and be the best version of themselves, has really spurred me on.
I was also really creative in my teens, so the connection with trends, customer behaviour and psychology really appealed to me and is still a huge passion of mine today.
CEW UK promotes the British beauty industry, why is this important?
The UK beauty industry is thriving, and CEW plays a critical role in that. The connections it provides are one of its major strengths – connecting brands, industry experts and women in leadership roles. Bringing like-minded people together to celebrate and accelerate opportunities to grow personally and professionally is brilliant.
Innovation in this industry is critical, and CEW provides a huge wealth of knowledge and expertise, which helps us all stay ahead of the game.
What do you think sets the British beauty industry apart from other markets worldwide?
The UK beauty industry is phenomenal and continues to accelerate. For me, there are a few key things which stand out.
Our consumers have their fingers on the pulse more than ever. Customers expect more – they are increasingly educated, informed and curious, not just about what’s new, but about what actually works for them and will elevate their existing routines. Customers’ knowledge and understanding of skincare, for example, is exceptional, and this continues to push us to serve them in the right way, whether that’s in a physical or digital environment.
The UK has really adopted the “skin first” approach, which is demonstrated through the success of categories such as dermatological skincare, which is really dominating the market. I also really love the way we blend high-end luxury with everyday drugstore beauty – the blur between the two is seamless in the UK.
What do you think are the biggest opportunities and challenges in the beauty sector today?
The pace at which trends are emerging provides a brilliant opportunity for the industry. A great example is the recent arrival of Korean beauty, which has taken the skincare market by storm. Beauty is all about fun! It is all about those micro-moments of joy. We’ve talked about the ‘lipstick effect’ for years, which sees customers treating themselves in order to spark joy. We know that customers want to touch, play and smell – they want an experience IRL.
What key skills do you need to have as a leader today, in general and in beauty?
Understanding the people around you, and applying a balance of empathy, decisiveness and vision, is important. Really understanding the skillsets of those you work closely with is crucial for driving the best output, and ensuring you have some fun along the way is also important – it helps to create an environment that people want to be part of.
It’s also about relationships, and exciting those around you with the vision and what you want to achieve together, while making sure to take the time to celebrate success along the way.
I’m also a big believer in having a deep understanding of the consumer, not just through data or media platforms, but through good conversations in real life – in stores, in bars, in the gym or talking to your friends’ teenage daughters to understand what they are looking for in the world of beauty. We encourage all of our teams to think like entrepreneurs, believe in the possible, think outside the box and continue to push boundaries.
What beauty trends are you seeing resonate most strongly with UK customers right now?
The K-Beauty boom is showing no sign of slowing down. Sales volumes are up over 5x year-on-year and, over the past year, a K-beauty skincare product has been sold at Boots every 11 seconds. This influence is now widening out to other categories, with fragrance, hair and even pharmacy hot on the heels of skincare.
How does Boots decide which new beauty trends, brands and products to bring to market – both third party and own brand?
I couldn’t possibly give away our secrets! Joking aside, we have an exceptionally talented team of buyers. Plus, the launch of our Boots Ignite programme has gone from strength to strength – it was designed to find, launch and scale rising brands faster than ever before, and it has introduced an amazing number of must-have products to our shelves across the UK.
To make sure that we’re ahead of the algorithm, we have a team of dedicated people who travel the globe to spot the next big thing too.
Our recent collaboration with Breakout Beauty also provided us with a great platform to meet an array of exceptionally talented entrepreneurs as they embark on their brand launch journey.
How is Boots differentiating itself in an increasingly competitive beauty market?
I’ve been working in the beauty industry for years, and I can confidently say the rate of change is faster than ever.
There is so much innovation, invention and interest in beauty and wellness – and of course, Boots is at the forefront, bringing the latest, brightest and best products, brands and technology to shoppers.
Our very own Boots brand is the No.1 health and beauty brand in the UK, so it should come as no surprise that we are continuing to evolve this brand in the beauty and wellness space, bringing new ranges and innovation to our customers.
You’ve launched and announced some exciting new beauty concepts recently – what inspired them and what customer needs do they aim to meet?
The new Fragrance Boutique is one of the latest innovative store concepts from Boots, building on the success of the Boots Beauty store that opened at Battersea Power Station in December 2023. The boutique is home to a curated collection of over 400 luxury and niche scents that are all new to Boots, including over 20 brands available at Boots for the first time, including prestige and fine fragrances from luxury labels, niche perfumes from visionary British founders, independent perfume houses and international brands.
A team of expert Fragrance Specialists, with advanced training in scent profiling and matching, can provide personalised consultations and tailored advice, plus premium concierge services, free fragrance experiences and gift wrapping.
As a result, luxury and niche scents are now also available to Boots customers nationwide via a new Fragrance Hub on boots.com and the Boots App.
We’ve also been able to trial some new concepts and services at our beauty-only concept store, Boots Beauty in Battersea Power Station. For example, we introduced our first derm-trained pharmacist there initially as a trial and have since rolled that concept out to over 600 stores across the UK, helping customers access clinical skincare advice for free.
Watch this space for our next beauty-only store launching soon!
