Rochelle Humes moves from baby skincare to adult faces with Eulah

Rochelle Humes has launched Eulah, a face and body skincare brand sold exclusively through Boots, Tesco and eulahskin.com, with twelve products priced between £8 and £12. The range includes cleansers, facial mists, moisturisers, eye patches, lip care and cooling roller applicators, all positioned around what the brand calls skin barrier support rather than the high-strength actives that have dominated UK skincare shelves for the past several years.

The name splices her grandmother's name with her own middle name, a detail that signals Humes is building Eulah as a personal project distinct from My Little Coco, the baby and family skincare line she launched in February 2020 that now sits in roughly 2,000 Boots stores and expanded into Dubai's Spinneys and Waitrose outlets this February. Eulah represents her first move into adult skincare, a category with a different competitive set and a consumer who shops on ingredient labels rather than nursery-safety claims.

The formulation leans on rice water as its hero ingredient, alongside niacinamide, hyaluronic acid, panthenol, ceramide, shea butter and vitamin E, a combination aimed at hydration and barrier repair over exfoliation or resurfacing. Humes told Hello! Magazine she felt a direct responsibility in bringing the brand to market, saying she 'didn't want to create something damaging,' a line that reads as a deliberate counterpoint to the retinol-and-acid fatigue many shoppers report after years of maximalist actives marketing.

That restraint also shows up in the pricing. Capping the range at £12 places Eulah inside the same budget tier as Boots' own ingredient-led lines and No7, at a moment when UK shoppers have been trading down from premium skincare under sustained cost-of-living pressure. Stylist's roundup of affordable skincare brands for 2026 reflects how crowded that shelf has become, and Eulah enters it alongside other celebrity-fronted entrants competing for the same budget-conscious, ingredient-literate buyer.

What the launch does not yet answer is how far Eulah travels. My Little Coco built its UK retail base for five years before crossing into the UAE, and TheIndustry.beauty's launch coverage confirms only UK distribution for Eulah at this stage, with no stated store count, manufacturing partner or funding structure disclosed. PR agency Aisle 8 is handling the campaign rollout, per the DIARY directory's announcement, but whether Eulah follows My Little Coco's slow-build-then-export path or stays UK-bound remains an open question the brand has not addressed.