Alice Rafferty

Alice Rafferty is the Director of Beauty - Luxury Beauty and Cosmetics at Boots UK, a position she has held since September 2022. In this role, she leads initiatives to enhance Boots’ beauty offerings, focusing on both luxury and premium segments. Prior to her current position, she served as Head of Category for Premium Beauty from August 2019 to September 2022, and has been with Boots for over a decade, accumulating extensive experience in buying and e-commerce across various beauty categories including cosmetics and skincare.15

Rafferty has been instrumental in launching significant beauty campaigns, such as the recent "Make More Room for Beauty," which is Boots' largest-ever beauty marketing initiative aimed at engaging younger consumers. This campaign introduced over 25 new beauty brands to their lineup, emphasizing the rapid evolution of the beauty industry and the need to make popular products more accessible.234 Her leadership contributed to Boots winning the title of 'Best Beauty Retailer' at the Sunday Times Beauty Awards in 2021, showcasing her impact on the brand's reputation in the beauty sector.1

She graduated from Manchester Metropolitan University and has since leveraged her expertise to respond to consumer needs effectively, ensuring that Boots remains a key player in the competitive beauty market.1