Rochelle Humes has expanded her business portfolio with the launch of Eulah, a new face and body skincare collection named after her grandmother. The line, which debuted in 2023, follows her successful ventures, including her haircare brand My Little Coco and the premium matcha company Cloudcha, which she co-founded with Pilates instructor Bryony Basse.
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Eulah aims to offer a straightforward and enjoyable skincare experience, with products priced between £8 and £12, making them accessible for a broad audience. The collection, which includes 12 items such as cleansers, moisturizers, and body care, is vegan, cruelty-free, and dermatologically tested.
Several products have already sold out at Boots, including the Carve Butter, Face Blanket, Cryo Under Eye Refresh Gel, and Reset Roller. The Reset Roller poses issues, as customers have reported difficulties with the cream dispensing through the applicator.
Among the products tried, Carve Butter emerged as a standout with its rich, blue-tinted texture that transforms into a silky balm. This multi-purpose facial massage product is designed for use with Gua Sha tools, enhancing the massaging experience and leaving the skin feeling soft. Its formula features spirulina extract, rosehip, and vitamin E, along with a pleasant scent from chamomile, lavender, and geranium.
The Face Blanket is a daily moisturizer with niacinamide, shea butter, and vitamin E. It combines a rich texture with a formula designed to be gentle, making it suitable for sensitive skin. While effective, it does not offer anything particularly unique compared to existing moisturizers on the market.
The Cryo Under Eye Refresh Gel, with its three metal roller balls, provides a cooling sensation ideal for morning routines and is designed to alleviate puffiness without a sticky residue. While it may not tackle dark circles, it serves as a refreshing pick-me-up.
Eulah features Korean-inspired formulations aimed at integrating seamlessly into daily skincare routines. Humes worked closely with skincare experts to develop the collection, which includes a hydrating serum mist and other innovative applicators. The brand's minimalist appearance, characterized by soft butter yellow packaging, gives it a trendy look reminiscent of other contemporary skincare lines.
Overall, Eulah places an emphasis on hydration and skin barrier support, utilizing gentle ingredients rather than harsh actives, making it a promising addition to the ever-growing beauty market.