Make Waves, the UK refillable antiperspirant brand, launches in 385 Boots stores in August after 500% D2C growth. The founders say the deal marks a defining moment for the brand.
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British deodorant brand Make Waves is bringing its refillable antiperspirant to the high street. The company will launch in 385 Boots stores across the UK and on Boots.com from 4th August 2026, its biggest retail push yet.
The rollout follows Make Waves' win in the Boots Breakout Beauty UK accelerator programme, which backs emerging beauty businesses entering national retail. The brand's direct-to-consumer business grew more than 500% over the past 12 months, the company said, pointing to rising demand for refillable personal care products that match conventional performance.
Make Waves uses a reusable applicator made from recycled plastic and fully recyclable refill capsules. The formula, developed by ex-Dyson engineers, uses a click-in refill system. The vegan, cruelty-free and dermatologically tested antiperspirant contains shea butter and vitamins C and E, and is free of alcohol, parabens and phthalates.
The brand sells four fragrances: Bergamot & Amber, Jasmine & Rose, Raspberry & Rhubarb and Coconut & Vanilla. It holds a 4.9-star average on Trustpilot, the highest among refillable antiperspirants, and won Marie Curie's Sustainability Award in 2024.
Founders Oliver Batiste and Owen Machon said in a statement: "Launching in 385 Boots stores marks a defining moment for Make Waves. From the beginning, our vision has been to create uncompromising antiperspirants that combine exceptional performance with skin-conscious formulations and a more considered approach to sustainability."
The company manufactures in the UK. The Boots deal gives it a national retail presence after building a direct-to-consumer base. The refillable category has attracted other entrants, but Make Waves' 500% growth rate suggests the model is gaining traction with shoppers who want less plastic waste without sacrificing efficacy.
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