Following rapid direct-to-consumer growth and recognition through the Breakout Beauty UK accelerator, Make Waves has taken its refillable antiperspirant range into 385 Boots stores.
British deodorant brand Make Waves has launched its refillable antiperspirant in 385 Boots stores across the UK and online through Boots.com, marking its largest retail expansion to date.
The range became available on 4 August 2026. The rollout follows Make Waves’ participation in the Boots Breakout Beauty UK accelerator programme, which supports emerging British beauty businesses as they prepare for wider retail distribution.
The expansion comes after a period of growth for the brand, which reports that its direct-to-consumer business increased by more than 500% during the previous 12 months. Make Waves attributes this growth to demand for personal care products combining antiperspirant performance with refillable packaging.
Refillable Format and Product Range
Manufactured in the UK, the system consists of a reusable applicator made from recycled plastic and refill capsules produced using recycled and recyclable materials.
According to Make Waves, continued use of the applicator can remove the need for hundreds of disposable deodorant containers during its lifetime. The applicator has a minimalist design intended to remain on display in the bathroom rather than being treated as disposable packaging.
Boots customers can choose from four Make Waves fragrances: Bergamot & Amber, Jasmine & Rose, Raspberry & Rhubarb and Coconut & Vanilla. The capsules are changed using a click-in refill mechanism that the company says was developed by former Dyson engineers.
The vegan and cruelty-free formula has been dermatologically tested and contains shea butter and vitamins C and E. It is made without alcohol, parabens or phthalates and is promoted as providing up to 48 hours of sweat protection.
Make Waves describes itself as the highest-rated refillable antiperspirant on Trustpilot. At the time of publication, the review platform displayed an average rating of 4.8 from more than 7,000 reviews.
“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. This partnership brings our British-made collection to a wider audience, inviting more consumers to experience beautifully crafted daily essentials that deliver lasting efficacy while dramatically reducing waste.”
Oliver Batiste and Owen Machon, Co-founders, Make Waves
Shoppers can find Make Waves in 385 Boots stores across the UK and online at Boots.com. Starter packs cost £13, with refills priced at £6.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
