Eulah, the £10 Rochelle Humes skincare that is selling out at Boots: our verdict

Eulah is the new face and body brand from presenter Rochelle Humes, and almost nothing in it costs more than £10. The 12-product range launched on 30 September 2026 on eulahskin.com, at Boots and at Tesco, with prices from £8 to £12, and Woman & Home reported several products already sold out at Boots within days. Here is what is in the range, what it costs, and our frank take on whether the hype is deserved.

Who is behind Eulah?

Humes is no beauty newcomer. She launched My Little Coco, a kids haircare and bath range, in 2020, and Eulah is her first range for adults, named after her grandmother (it is also her middle name). She told HELLO! that she wanted skincare that “earns its place on your shelf”, built around gentle, barrier-friendly ingredients rather than strong actives: “I’m not making Botox in a bottle.”

The hero ingredient across the range is rice water, alongside familiar names such as cica, squalane, niacinamide and hyaluronic acid. Eulah says every product is vegan, cruelty-free and dermatologically tested. The butter-yellow packaging has drawn plenty of comparisons with Hailey Bieber’s Rhode, which is no bad thing for a launch that wants to be seen on TikTok.

What is in the range?

• Eulah: Yogurt Balm Melting Cleansing Balm, 75g, £10. A first cleanse to melt off makeup, with hyaluronic acid, squalane and cica.
• Eulah: Jelly Milk Creamy Cleansing Wash, 100ml, £10. A low-foam wash for light makeup.
• Eulah: Cloud Cleanse Foaming Deep Cleanse, 150ml, £10. A whipped foam cleanser with green tea.
• Eulah: In Flight Hydrating Rice Milk Mist, 100ml, £10. A milky toner mist with rice extracts, panthenol and niacinamide.
• Eulah: Dew Dose Serum Mist, 100ml, £10. A hydrating serum in spray form.
• Eulah: Face Blanket Moisturising Soft Cream, 75ml, £10. The everyday moisturiser, with niacinamide, shea and cocoa butter.
• Eulah: Reset Roller Light Cream Sculpt, 100ml, £12. A light cream for face, neck and chest with a metal roller.
• Eulah: Carve Butter Facial Flow Balm, 50g, £10. A massage balm for gua sha, with spirulina, rosehip and vitamin E.
• Eulah: Eye Cushion Hydrogel Patches, 30 pairs, £10. Caffeine, green tea and cica patches.
• Eulah: Cryo Under Eye Refresh Gel, 15ml, £8. A cooling gel with three metal roller balls.
• Eulah: Lip Blanket Cashmere Coconut, 15ml, £8. A peptide lip treatment with a cooling metal tip.
• Eulah: Body Boost Reviving Multi-Ball Roller, 150ml, £12. A body lotion with niacinamide and caffeine and a five-ball roller.

Source: Eulah (product pages, checked on 13 October 2026). Eulah also sells four routine bundles from £40 to £55, but on 13 October 2026 all four were shown as unavailable on its own site, as were its reusable Cleansing Pillows.

Our take: is the hype deserved?

Mostly, yes, and mainly because of the price. £10 for a 75ml moisturiser or a 150ml foaming cleanser puts Eulah in the same bracket as the supermarket and pharmacy brands, with packaging and textures that feel far more premium. The formulas are deliberately gentle, which makes sense for a mass-market launch: there is nothing here that should upset most skin types, and nothing that promises to rebuild your face overnight.

The standout so far is the Carve Butter. Woman & Home’s reviewer called it “the clear standout” of the four products she tried, a balm that gives a gua sha tool just enough slip. The Cryo Under Eye Refresh Gel also won praise as a quick, cooling morning pick-me-up.

There are catches. The same reviewer could not get the Reset Roller to dispense any cream through its applicator, and she noted that a couple of customer reviews on Boots mention the same problem. She also found the Face Blanket moisturiser perfectly pleasant but “nothing especially groundbreaking”, which is the honest risk with any affordable, fragrance-free cream: the shelves are already full of good ones. And as with every celebrity launch, part of the early sell-out is the name. Independent reviews are still thin, and we have not tested the products ourselves.

It suits you if you want a gentle, good-looking routine for under £50 and enjoy massage-style rituals (Carve Butter, the rollers, the patches). If you already have an affordable cleanser and moisturiser you love, Eulah is a nice treat rather than an upgrade. And if you like discovering brands like this every month, a beauty subscription box is still the cheapest way to try several at once.

Price and availability: the essentials

• Single products: £8 to £12 each (12 face and body products).
• Bundles: £40 (Clean Canvas), £50 (Flight Club or Sculpt Society) and £55 (The Night Shift), shown as unavailable on eulahskin.com on 13 October 2026.
• Where to buy: eulahskin.com, Boots and Tesco, online and in selected stores.
• Delivery: free UK delivery on orders over £35 on eulahskin.com.
• Model: one-off purchases, no subscription or refill programme.

Shop the range on eulahskin.com, or browse our pick of beauty boxes to discover new brands every month.