Skin Proud, the skin-loving gen-z brand that took ASOS by storm, has launched at Boots.

Available at boots.com now and in stores from April, Skin Proud champions embracing your skin – texture, pores and all ­– and celebrate the imperfections and perfections that make you, you.

The brand launched in April 2020 and within the first 24 hours on sale, it sold one product every seven minutes – illustrating a demand for effective, straightforward and affordable skincare.

Products in the Skin Proud range include: Sorbet Skin, an ultra-lightweight gel moisturiser; Sleep Hero overnight face mask; Bright Eye pomegranate eye cream; Refresher hydrating face mist; Unplug and Balance Act face mask sticks; Smooth Talk hyaluronic acid gel serum; Icicle cooling under-eye serum stick; Bright Boots multi-vitamin serum; Recharge multi-vitamin serum; the multi-use Everything Balm; and Detox Tonic daily exfoliating tonic.

The formulas are 100% vegan and PETA-approved cruelty-free, with clear-talking easy-to-use ingredients. Prices start from £7.95.

Nora Zukauskaite, Global Head of Marketing, says: ““We’re thrilled with the feedback and support we’ve received for the Skin Proud range since our launch onto ASOS. Making the range even easier to purchase, we’re thrilled to announce our launch on boots.com. Skin Proud will be among many amazing brands that are true consumer favourites; we’re so excited to see where this new chapter takes the Skin Proud, self-loving movement.”