Rochelle Humes has successfully ventured into skincare with her new line, Eulah, which debuted recently at Boots. The range is named after her grandmother and features 12 products including cleansers and moisturisers, priced between £8 and £12. All items are vegan, cruelty-free, and dermatologically tested, making them accessible to a wide audience.
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Humes's previous business endeavors include the launch of My Little Coco in 2020, which earned £1 million in its first year, and co-founding the matcha brand Cloudcha with friend Bryony Basse.
Product reviews have shown a strong initial response, with several items already sold out at Boots. I managed to trial four products: Carve Butter Facial Flow Balm, Face Blanket Moisturising Soft Cream, Cryo Under Eye Refresh Gel, and Reset Roller.
Carve Butter emerged as the standout, praised for its luxurious texture that transforms from a balm to a silky oil. It's designed for use with a Gua Sha tool, enhancing the facial massage experience. Infused with spirulina extract, rosehip, and vitamin E, it left my skin feeling soft and supple, and the aroma from chamomile, lavender, and geranium further elevated its appeal.
Face Blanket serves as a practical daily moisturiser, incorporating niacinamide, shea butter, vitamin E, and cica. Although effective in soothing the skin, its results mirror those of other affordable, fragrance-free moisturisers already on the market.
The Cryo Under Eye Refresh Gel offers a refreshing morning routine enhancement, featuring a lightweight formula and a three-ball applicator for soothing the under-eye area. While it may not drastically reduce dark circles, it provides a delightful cooling effect that is beneficial for puffiness.
Humes has taken an active role in creating Eulah, collaborating with skincare experts to develop products that are inspired by Korean beauty routines. The collection aims to simplify skincare while delivering hydration and skin barrier support, featuring ingredients like gentle cica, squalane, and vitamin E. Eulah’s minimalist packaging and enticing product names add to its initial success.