CYO Cosmetics launch exclusively at

CYO, an exciting new make-up collection, has launched exclusively with Boots UK and is available at The range features over 180 hyper-functional, versatile pieces at a price point that encourages exploration and experimentation. 

With products ranging from £3.50 to £7.50, the CYO line-up includes eyeshadows that can be used wet or dry; highlighting cream; blushers; in addition to another 180 items to choose from. 

“We’ve created something new and different – beauty on your terms”, claims Eleanor Barker, Global Brand Director, Cosmetics, Walgreens Boots Alliance. “ From extensive consumer research we found that Gen Z love to experiment with their looks and products every day, so with that in mind we designed our line up to be as versatile as possible”, she adds. “CYO is a range of on trend, hyper-functional products that will let them experiment and have fun.” 

CYO was developed with a younger consumer in mind, knowing they demand versatility, so this new portfolio has been extensively tried and tested by potential consumers – what they loved made it to the final line-up.Hero Story 

The new CYO collection brings an exciting new brand to Walgreens Boots Alliance’s expanding cosmetics portfolio, joining brands such as Soap and Glory and Sleek MakeUp.