Why this TV presenter’s skincare brand is selling out at Boots – and what’s worth buying

Rochelle Humes has built an impressive business portfolio beyond her television career. In 2020, she launched My Little Coco, a range of haircare and bath products for children that reportedly generated £1 million in sales in its first year. Three years later, she joined forces with friend and Pilates instructor Bryony Basse to co-found Cloudcha, a premium matcha brand.

Her latest venture brings her back to beauty, this time with Eulah, a new face and body collection named after her grandmother, whose name she also shares as her middle name. "Eulah has been such a personal project for me. I wanted to create a skincare collection that feels uncomplicated, considered and genuinely enjoyable to use every day," says Humes.

As we know, the beauty industry is hardly short of skincare brands, celebrity-founded or otherwise, so what makes Eulah worth a place on our bathroom shelves? For starters, there's the price.

The 12-piece collection, which includes everything from cleansers and moisturisers to body care, costs between £8 and £12, making it refreshingly accessible. All products are vegan, cruelty-free and dermatologically tested.

With several products already sold out on Boots, getting hold of the full collection proved tricky. I did, however, manage to get four: Carve Butter, Face Blanket, Cryo Under Eye Refresh Gel and Reset Roller.

Unfortunately, the latter was a non-starter. Despite several attempts, I couldn't get the cream to dispense through the roller applicator, an issue that appears to have cropped up in a couple of customer reviews on Boots, too.

As for the remaining three, here's how they fared…

Of the products I tried, Carve Butter was the clear standout. Described as a multi-purpose facial massage balm, it has a rich, blue-tinted texture that softens on contact with the skin, transforming into a silky, almost oil-like consistency.

Designed to be used alongside a Gua Sha tool, it provides just the right amount of slip for the tool to glide comfortably across the face without dragging or pulling at the skin. I found it made the whole process feel more indulgent, turning what can sometimes feel like another step in a skincare routine into an enjoyable ritual.

The formula contains spirulina extract, rosehip and vitamin E, and left my skin feeling soft and supple. There's also a beautiful scent, courtesy of chamomile, lavender and geranium, which adds to the spa-like experience.

If Carve Butter is the indulgent treat of the collection, Face Blanket is its more practical counterpart. An everyday moisturiser, it combines niacinamide, shea butter, vitamin E and cica in a creamy formula that's designed to soothe and support the skin barrier.

The texture is richer than I initially expected, although a little goes a long way. It spreads easily, absorbs comfortably and leaves skin feeling soft and nourished without the greasy residue that can sometimes accompany thick creams. I also appreciate that it's fragrance-free, making it a good option for anyone following a skincare routine for sensitive skin.

That said, while there's nothing I particularly dislike about Face Blanket, there's nothing especially groundbreaking about it either. The market is already well served with affordable, fragrance-free moisturisers that deliver similar benefits. It's a perfectly pleasant cream, and one I'd happily use again, but not necessarily a product I'd rush to replace an existing favourite with.

There's something rather satisfying about a cooling eye treatment first thing in the morning, and Eulah's Cryo Under Eye Refresh Gel has become a welcome addition to my routine.

The gel is light and watery, dispensing through three small metal roller balls that glide across the under-eye area. It's the applicator that makes this product a joy to use. The immediate cooling sensation feels incredibly refreshing, especially on mornings when you're looking a little tired, and I can imagine it being a godsend for anyone prone to puffiness.

The gel absorbs quickly without leaving behind a sticky film, making it easy to use before makeup. While I wouldn't expect it to work miracles on dark circles or fine lines, as a quick, cooling pick-me-up, it certainly delivers.

Humes has been closely involved in the development process for Eluah, working alongside experts to create Korean-inspired formulas that fit easily into everyday routines. "We've spent so much time developing every product with our skincare experts, thinking about how they work individually but also how they can fit naturally into real life," she explains.

There's a hydrating serum mist designed to be spritzed on whenever skin needs a refresh, alongside a lightweight cream with a built-in roller applicator that turns a quick moisturising session into something closer to a facial massage. The Cryo Under Eye Refresh Gel dispenses a gel through three cooling metal roller balls, while Body Boost features a five-ball applicator designed to massage the skin as you moisturise.

Visually, Eulah makes a strong first impression. Dressed in soft butter yellow with grey typography, the collection has a minimalist, clean aesthetic, with more than a passing resemblance to Hailey Bieber's Rhode. The product names are equally enticing – Carve Butter, Yogurt Balm, Lip Blanket and Cloud Cleanse all sound rather inviting before you've so much as glanced at the ingredients list.

Speaking of which, the formulations favour hydration and skin barrier support over powerful exfoliating acids and other intensive actives. Across the range, you'll find gentle skincare ingredients including soothing cica, moisture-replenishing squalane and antioxidant vitamin E.