Why Is Bourjois So Difficult to Find in the UK?

19th Jun 2026

Why Is Bourjois So Difficult to Find in the UK? The Story Behind One of Britain's Favourite Makeup Brands

Meta Description: Wondering why Bourjois is so difficult to find in the UK? Discover why the brand disappeared from major retailers, what happened behind the scenes, and why independent retailers like Hair2Buy are helping keep Bourjois alive.

Why Is Bourjois So Difficult to Find in the UK?

For many beauty lovers, Bourjois was once as familiar on the British high street as Maybelline, Rimmel and L'Oréal. Walk into Boots or Superdrug just a few years ago and you'd find entire Bourjois displays filled with foundations, mascaras, lipsticks and the iconic Healthy Mix Foundation.

Today, however, the story is very different.

Thousands of people search every month asking:

Why has Bourjois disappeared?
Why can't I buy Bourjois in Boots?
Is Bourjois discontinued in the UK?
Where can I buy Bourjois Foundation?

The good news is that Bourjois hasn't disappeared completely.

The reality is simply much more complicated.

A Brand with More Than 160 Years of History

Founded in Paris in 1863, Bourjois quickly became one of France's most recognised cosmetics brands.

For decades it earned a reputation for producing:

High-quality foundations
Affordable French beauty
Innovative makeup formulas
Iconic products like Healthy Mix Foundation and Little Round Pot Blushers

Its combination of professional quality and affordable prices made it hugely popular across Europe, particularly in the UK.

The Golden Years in the UK

There was a time when Bourjois enjoyed an enviable position in Britain's beauty market.

Large retailers including:

Boots
Superdrug
Debenhams
Larger supermarkets
Online beauty retailers

all stocked significant parts of the Bourjois range.

For many shoppers, Bourjois sat comfortably between budget makeup and premium cosmetics.

Its Healthy Mix Foundation became something of a cult favourite thanks to its natural finish and skin-loving ingredients.

So... What Changed?

Many people assume Bourjois simply "left" the UK.

The truth is that several major industry changes happened at roughly the same time.

1. Changing Ownership

Bourjois has changed ownership over the years as part of wider changes within the global beauty industry.

Large beauty companies constantly review which brands they actively invest in, which countries they focus on, and where they see the greatest long-term opportunities.

These decisions are often based on global business strategy rather than product quality.

2. Fierce Competition on the High Street

The UK cosmetics market became one of the most competitive in Europe.

Brands such as:

NYX
Revolution Beauty
e.l.f.
Essence
Maybelline
L'Oréal Paris

expanded rapidly.

At the same time, social media dramatically changed how consumers discovered makeup.

Retail shelf space became incredibly valuable.

When stores introduced new brands, something else often had to disappear.

Unfortunately, Bourjois gradually lost that battle for shelf space.

3. Retailers Simplified Their Ranges

After Covid-19, many retailers reviewed thousands of product lines.

Instead of carrying every colour and every shade from every brand, retailers began reducing ranges to simplify inventory.

This affected many heritage beauty brands—not just Bourjois.

Rather than stocking 30 Bourjois products, a retailer might stock five.

Eventually some retailers removed the brand altogether.

4. Brexit and Supply Chain Challenges

Brexit introduced additional logistical and supply-chain challenges for many European beauty brands selling into the UK.

Import procedures became more complex, costs increased and distributors had to rethink how products reached British consumers.

While Bourjois certainly wasn't the only brand affected, these changes made UK distribution more challenging than before.

5. The Rise of Online Beauty Shopping

Perhaps the biggest change has been how people buy cosmetics.

Ten years ago most customers bought foundation in-store.

Today many people already know:

their shade
their favourite mascara
their preferred lipstick

They simply reorder online.

As online shopping grew, the need for large high-street displays became less important.

Why Isn't Bourjois Available in Boots or Superdrug?

This is probably the question we hear most often.

The simple answer is:

Major retailers decide which brands earn valuable shelf space.

Every metre of shelf has to justify its sales.

When newer brands generate more demand, retailers often reduce or remove slower-selling ranges—even if those products still have a loyal following.

That doesn't necessarily mean the products are discontinued.

It simply means the retailer has chosen to allocate that space elsewhere.

What About LookFantastic?

Many customers also noticed that LookFantastic, once an online stockist of Bourjois, no longer carries much of the range.

This is another example of how retailer buying strategies evolve over time.

Online retailers constantly review which brands they stock based on availability, supplier relationships, customer demand and commercial priorities.

Is Bourjois Still Being Made?

Yes.

This is perhaps the biggest misconception.

Bourjois is still very much an active cosmetics brand.

Products such as:

continue to be produced for many international markets.

The challenge isn't that Bourjois no longer exists.

The challenge is simply finding reliable UK stockists.

Why Independent Retailers Have Become So Important

As national chains reduce their product ranges, independent retailers have started filling the gap.

Unlike major high street stores, specialist beauty retailers can focus on brands with loyal customer followings rather than simply chasing the latest trends.

This helps keep heritage brands like Bourjois available to UK customers who genuinely love the products.

Hair2Buy's Goal: Becoming the UK's Home for Bourjois

At Hair2Buy, we've listened to customers who repeatedly ask the same question:

"Where can I buy Bourjois in the UK?"

Rather than watching another much-loved beauty brand disappear from British shoppers, we've made it our mission to build one of the UK's growing selections of Bourjois cosmetics.

Our aim isn't simply to sell Bourjois.

It's to become a trusted destination where customers know they can find authentic Bourjois products, including favourites that have become increasingly difficult to source elsewhere.

As we continue expanding the range, we're committed to helping keep this iconic French beauty brand accessible to UK makeup lovers.

The Future of Bourjois in Britain

Beauty trends constantly change.

Brands come and go.

Retailers change direction.

Consumer habits evolve.

But Bourjois has survived for more than 160 years because it continues producing quality cosmetics that people genuinely enjoy using.

While you may no longer see Bourjois on every British high street, that doesn't mean the brand has disappeared.

Instead, it has entered a new chapter—one where specialist retailers and loyal customers play an increasingly important role.

Bourjois isn't difficult to find because its products aren't good enough.

Nor has the brand disappeared altogether.

Instead, changes in retail strategy, increased competition, shifting consumer habits and changes in distribution have all contributed to Bourjois becoming less visible in the UK.

Fortunately, independent retailers are helping to keep the brand alive.

At Hair2Buy, we're proud to be part of that story and are committed to growing our Bourjois collection so UK customers can continue enjoying one of France's most iconic beauty brands for years to come.