If consistency is the most underutilised tool in marketing, then Boots long term partnership with ITV’s Love Island is successfully bucking the trend.

The brand partnership has outlasted many of the show’s high profile romances as the retail brand signs up as the official beauty partner for All Stars 2025, making its seventh consecutive series sponsorship.

This season’s sponsorship will incorporate more merchandise, with the launch of a new Boots x Love Island Beauty Box later in the series, featuring a selection of top beauty picks from the villa.

The retailer will supply over 150 brands to the villa, including new brand launches Kurl Kitchen and Ultra Violette. The partnership will see Boots showcase its wide range of premium makeup, fragrance, skincare, suncare, grooming, indulgent bathing, haircare, and a new category for this series; salon hair.

Beauty brands returning to the villa for the second series of Love Island All Stars include Milk Makeup, The Beauty Crop, Laneige, Byoma, Made by Mitchell, No7, Soltan and Soap & Glory, amongst others.

Love Island fans will be able to shop the products for themselves throughout the series on the dedicated Love Island app and Boots website.

Peter Markey, Chief Marketing Officer at Boots said: “We’re excited to be returning as the official beauty partner for Love Island for the seventh series in a row. With an outstanding line-up of new-to-Boots brands heading into the villa including Ultra Violette and Kurl Kitchen, we’ve made sure that the Islanders will have an incredible selection of beauty brands to enjoy.”

He continued: “We know how much viewers love seeing what the Islanders are using and to recreate the looks at home, so this year shoppers can expect to see great deals, beauty must-haves and big brands as Boots continues to make beauty more accessible for our shoppers and Love Island fans.”

Bhavit Chandrani, Director of Be Studio, ITV, added: “It’s great to be working with Boots once again for the latest Love Island All Stars series. The range of brands available at Boots includes some of the biggest names in beauty, and the Islanders are able to showcase the huge range of products available to viewers throughout the series.”

Boots will be supporting the partnership by continuing its marketing campaign entitled ‘Find the Ones’. The campaign will help customers discover the products seen on the show for themselves with easy ways to shop using the hashtag #FindtheOnes. As well as through dedicated activity on ITV2’s social channel.

The first episode of the latest series of Love Island starts at 9 p.m. on 13 January on ITV2 and ITVX.