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Published
Mar 23, 2017
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Buxom beauty brand plans UK-re-entry, launches new campaign

Published
Mar 23, 2017

Shiseido’s most in-your-face beauty brand, Buxom, is re-entering the UK market this spring after an absence of five years.


Bella Thorne fronts the new Buxom campaign as the brand targets sales growth via a UK re-entry



The Buxom brand, which is known for its lip-plumping and other volumising products, has struck an exclusive deal with retail giant Debenhams that will see it debuting next month in the department store operator’s Oxford Street flagship, as well as listing exclusively with the retailer online.

The brand was previously available in Britain from 2010 but quit the market in 2012 as it targeted growth in the US.

The launch coincides with the debut of a high-profile new social media campaign that's seen Buxom signing up singer and actress Bella Thorne as its spokesmodel.

She will front the new #BandofBabes campaign, described by the firm as “a multi-tiered influencer strategy”. As well as appearing in the brand's digital campaigns, she will be developing social content.

Thorne is a big draw on social media with her combined accounts seeing a total following of 31 million.

The #BandofBabes campaign is built around the brand's cult favourite plumping products, including Full-On Lip Polish and Lash Mascara, plus the new PlumpLine Lip Liner that launched last month.

It features “an energetic squad of girls, fronted by Thorne, ready for a fun night out.” Users can post their own content with the hashtags #BandofBabes and #BuxomBabe.

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