Liz Earle U.S. Relaunch: Iconic British Skincare Brand Returns via Amazon

Liz Earle U.S. Relaunch marks a major milestone as the beloved British skincare brand officially reenters the American market this week. After a long pause, Liz Earle is making a comeback through Amazon, bringing cult-favorite products back to skincare lovers nationwide. The relaunch aligns with current trends in clean beauty, ingredient transparency, and sensorial skincare rituals.

A Strategic Return with Bestselling Favorites

Liz Earle’s relaunch features a curated range of its most iconic products, including the Cleanse & Polish Hot Cloth Cleanser, the Instant Boost Skin Tonic, and the Glow Routine Collection. These products have earned loyal followings in the U.K., with one cleanser reportedly sold every 20 seconds.

The Liz Earle U.S. Relaunch comes under the No7 Beauty Company, a division of Walgreens Boots Alliance. The brand had previously exited the U.S. market in 2018 to focus on its strong performance in the U.K. However, evolving consumer behavior and interest in plant-based skincare created the perfect opportunity for a return.

Meeting the Needs of the Skintellectual Consumer

Today’s U.S. consumers want more than just effective products. They care about ingredients, sourcing, and sustainability. Liz Earle fits this trend perfectly by offering formulations rooted in botanical expertise and plant-derived actives. According to No7’s Chief Marketing Officer Melanie Cappella, the brand appeals directly to what they call the “skintellectual”—a consumer who researches ingredients and values product origin and transparency.

Cappella explains that the American market is now better aligned with Liz Earle’s natural and gentle skincare philosophy. Consumers now appreciate routines that combine sensory experiences with botanical benefits—two pillars of the brand’s identity.

Why Amazon and Why Now?

Launching through Amazon provides Liz Earle with wide reach and consumer accessibility, particularly as more shoppers prefer the convenience of online beauty purchases. “We are thrilled to bring Liz Earle back to the U.S. market,” Cappella said, emphasizing the growing demand for clean, plant-based skincare in the U.S.

The Liz Earle U.S. Relaunch will test the market’s response before potential expansion into brick-and-mortar retail. The team is also exploring opportunities beyond the U.S., including future entry into Asian beauty markets.

Embracing Clean Beauty and Botanical Skincare

Liz Earle has always prioritized plant-based skincare, using alternatives to mainstream synthetics like botanical-derived hyaluronic acid and ceramides. With rising interest in clean formulations, the brand’s heritage of combining efficacy with nature makes it uniquely positioned for success.

Cappella believes this is the perfect time for Liz Earle to reconnect with American customers, who now value gentle cleansing rituals, natural ingredients, and sensorial experiences. The iconic hot cloth cleanser—an experience-driven product—offers a tactile routine that resonates with U.S. shoppers looking for more than just basic skincare.

Looking Ahead: Expansion and Consumer Connection

The Liz Earle U.S. Relaunch is only the beginning. The brand plans to closely monitor consumer feedback and decide on future retail rollouts based on demand and engagement. With a loyal global base and growing interest in botanical formulations, Liz Earle could quickly regain traction in the U.S.

From a product perspective, Cappella expects the Instant Boost Skin Tonic and Glow Routine Collection to be standout performers, given their popularity in the U.K. and alignment with U.S. beauty trends.

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