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Rochelle Humes says her affordable skin care brand, Eulah, has faced sell-outs and stock pressure in the UK within weeks of its late-September 2026 launch. The 12-product range, priced from £8 to £12, launched at Boots and Tesco, and the source reports that it became Tesco’s number one skin care brand. The reasons for particular stock shortages and the scale and duration of demand have not been disclosed.
Rochelle Humes’ Eulah skin care brand has encountered sell-outs and stock pressure across the UK within weeks of its late-September 2026 launch, according to Cosmetics Business. The 12-product range is sold through Boots and Tesco, with prices from £8 to £12; the report says Eulah became Tesco’s number one skin care brand shortly after launch.
Eulah is Humes’ latest beauty business, arriving six years after she launched My Little Coco, a skin and hair brand aimed at the whole family. The new range was developed over several years behind the scenes, according to the report. Humes is a UK television presenter and podcast host and a former member of the group The Saturdays.
The brand launched with 12 products, priced between £8 and £12, and entered two major UK retail channels: Boots and Tesco. Cosmetics Business reports that demand led to sell-outs and stock-level difficulties, and that Eulah took the top spot among Tesco’s skin care brands within weeks. The report does not provide sales figures or specify which products or stores were affected.
Humes described the proposition as combining affordability and easy access with a sense of community around the brand. She said the team had worked to create what she called a “really fun club to be in.” Those are her stated aims for Eulah; the report does not include customer research establishing why shoppers bought the range.
Eulah’s Early Retail Performance
Eulah’s reported position at the top of Tesco’s skin care category gives the launch early visibility in a competitive market and places the brand in front of shoppers through established retailers. Its £8-to-£12 price range also makes affordability a central part of the offer Humes described, rather than positioning the line solely as a premium celebrity-backed launch.
The reported stock pressure is a sign of demand, but it does not by itself establish the brand’s longer-term performance. Without sales totals, comparisons with other launches or details about replenishment, readers cannot assess the scale of Eulah’s achievement or whether the initial momentum will continue. The immediate practical issue for shoppers is whether products will be available consistently at Boots and Tesco.
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From My Little Coco to Eulah
Humes entered the beauty business with My Little Coco, launched six years before Eulah and focused on skin and hair care for the whole family. Eulah is a separate brand and represents her latest move into the UK skin care market. The source describes it as affordable and says Humes spent years developing it, but offers no detailed product-by-product account of the development process.
In discussing the brand’s identity, Humes pointed to retail and beauty launches in the United States as a source of inspiration. She cited Target and Walmart, including Target’s Beauty Studio and Walmart’s introduction of brands she said shoppers might not expect to find there. Her comments reflect the thinking behind Eulah’s retail and brand positioning; they do not establish that the US examples directly caused its UK performance.
““People are ready to be able to afford skin care, be able to find it at their leisure, but want to be part of what feels like a really fun club to be in.””
— Rochelle Humes, speaking to Cosmetics Business
Sales, Stock and Replenishment Details
The report gives no sales totals, sell-out figures or stock data, and it does not say how long products were unavailable or when supplies were expected to return. It is also unclear whether Tesco’s reported number-one ranking refers to sales, another retailer measure or a particular period; the report supplies no methodology or comparison figures.
The source attributes the stock difficulties to strong demand, but does not provide independent verification or comment from Boots or Tesco. It does not identify which products sold out, whether availability varied by location, or whether the reported performance has continued beyond the first weeks of the launch.
Availability and Performance Ahead
The next developments to watch are whether Boots and Tesco replenish Eulah products and whether the range maintains its reported retail ranking after its initial launch period. The available source does not give a timetable for restocking or announce planned additions to the 12-product range.
Further details from Humes, the brand or its retail partners could clarify the extent of the sell-outs, product availability and the basis for Tesco’s ranking. Until those figures or updates are published, the confirmed picture is limited to the launch, the stated prices and channels, and the early performance described by Cosmetics Business.
Key Questions
What is Eulah?
Eulah is a skin care brand launched by Rochelle Humes in the UK in late September 2026. It launched with 12 products, according to Cosmetics Business.
Where can shoppers buy Eulah?
The range launched at Boots and Tesco. The report says it has faced stock pressure and sell-outs, but does not list current availability by product or store.
How much do Eulah products cost?
The reported prices range from £8 to £12. The source does not provide prices for individual products.
What does the report say about Eulah’s sales?
Cosmetics Business reports that the brand encountered sell-outs and became Tesco’s number one skin care brand within weeks of launch. It gives no sales totals or explanation of how the ranking was calculated.
How is Eulah related to My Little Coco?
Both are beauty businesses associated with Humes. My Little Coco, her skin and hair brand for the whole family, launched six years before Eulah; the report presents Eulah as a separate new skin care brand.
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