Rochelle Humes' Eulah hits number one at Tesco
Rochelle Humes' new skincare brand Eulah became Tesco's top-selling skincare brand just weeks after its UK launch in late September 2026, amid high demand and stock challenges.
Eulah became Tesco’s number one skincare brand just weeks after its UK launch across Boots and Tesco in late September 2026. The affordable vegan collection, priced from £8 to £12, faced stock level struggles due to unprecedented demand and sell-outs across the country.
Brand background and product range
Eulah is a new 12-SKU face and body skincare collection launched by UK television presenter and entrepreneur Rochelle Humes. Named after Humes' grandmother, whose name she also shares as her middle name, the range is vegan, cruelty-free, and dermatologically tested.
Humes worked with skincare experts to develop Korean-inspired formulas that focus on hydration and skin barrier support, avoiding powerful exfoliating acids. Key ingredients across the collection include cica, squalane, and vitamin E. The 12-piece line includes cleansers, moisturisers, and body care products.
Product highlights and user feedback
Notable products in the range include the Carve Butter Facial Flow Balm, a multi-purpose blue-tinted massage balm containing spirulina extract, rosehip, and vitamins. The Face Blanket is an everyday moisturiser with niacinamide, shea butter, and cica. The Cryo Under Eye Refresh Gel is a light, watery gel dispensed through three metal roller balls that provides an immediate cooling sensation.
Some customer reviews on Boots reported dispensing issues with the Reset Roller, a lightweight cream with a built-in roller applicator, where the cream failed to come out. The Body Boost product features a five-ball applicator designed to massage the skin during moisturising.
Rochelle Humes' vision and brand evolution
Rochelle Humes launched Eulah six years after her family skin and hair brand, My Little Coco. She stated she had been obsessed with beauty launches in US mass-market retailers like Target and Walmart, aiming to bring that accessible, fun club feeling to the UK market.
Humes said people are ready to afford skincare and find it easily, but still want to be part of an enjoyable experience, which she believes Eulah delivers. The brand's butter yellow packaging with grey typography has drawn comparisons to Hailey Bieber's Rhode brand.
Eulah's 12-piece collection includes cleansers, moisturisers, and body care products, all priced between £8 and £12 and formulated with cica, squalane, and vitamin E to support hydration and skin barrier.
