Boots’ mission is to be the first choice for pharmacy, health and beauty by caring for people, customers and communities everywhere. Looking after team members, customers, patients, communities and the planet has been at the heart of Boots, and what it does, for more than 170 years.

This year, Boots reinvigorated its brand purpose, evolving its previous promise of ‘Let’s feel good’ to ‘With you. For life.’ This move reflects its modernised brand and the fact that it recognises customers don’t always want to just ‘feel good’. Boots’ new customer promise reinforces its ambition to be there for its customers for every step of their journey.

Boots will serve its customers’ wellbeing for life, wherever and whenever they need it. It also continues to partner with charities such as Macmillan Cancer Support and The Hygiene Bank to deliver vital support and services to its communities. In 2021, Boots and The Hygiene Bank launched a campaign to provide essential items, resources and support to school children living in hygiene poverty.

Reach backed the campaign with an open letter to its readers in the Daily Express, the Mirror and the Daily Star. Boots, Unilever and The Hygiene Bank collaborated in 2022 for the second year of the Help Tackle Hygiene Poverty campaign. For every two selected Unilever products bought at Boots, a third product was donated to The Hygiene Bank. Boots made some other big announcements this year, including its commitment to wipe out wet wipes by only selling biodegradable alternatives, in line with its sustainability commitment.

As part of its sun safety partnership with Macmillan, Boots Soltan announced that it will stop producing any products under SPF15 for adults and SPF50 for children.

Boots also reacted to the rising cost of living by freezing the price of more than 1,500 own-brand products until the end of 2022 as part of its Price Lock Promise.