The hair accessories brand Silke London has now entered 177 Boots locations across the UK, making its silk products more accessible in retail outlets nationwide. Customers will find bestsellers like the Classic Mix three-pack scrunchies and the Brown four-pack hair ties available in select stores.
Major London locations including Oxford Street, Knightsbridge and Stratford City are among the rollout’s highlights, alongside neighbourhood hubs like Balham and Clapham. The expansion also covers Northern Ireland, with Boots in Londonderry’s Foyleside Shopping Centre carrying the range.
Collaboration with Boots
This retail partnership will remain active through 2027, with Silke London’s Brown Heatless Curler joining Boots’ permanent gift tables starting January. The placement follows the successful January-to-August 2024 display of the Pink Heatless Curler, which the brand described as a strong performer.
Boots continues building its haircare selection, with Olaplex’s October launch in 36 stores and online expanding to all locations by November. Currently, the retailer carries over 500 beauty brands after adding nearly 60 in the past year.
Company Background
Silke London was created in 2013 by London hairstylist Maria Sotiriou and her daughter Christine, now serving as CEO. The brand originated from Maria‘s struggle with hair damage, leading her to develop the original Silke Hair Wrap Bonnet by combining her Caribbean heritage’s hair-wrapping techniques with modern solutions.
Maria, who is of Greek and Jamaican descent, initially tested prototypes through pop-up events before launching a production run that sold out completely. Her daughter Christine, then working in finance, left her job to help establish the business. The duo began operations from their family home, with inventory filling every available space “to the ceiling,” as Maria recalled.
From Pillow Prototype to Expanded Silk Hairline Collection
Maria Sotiriou explained that chronic dry hair and breakage led her to examine her pillow. She enlisted a seamstress to craft a prototype, and after the first night she recognized its immediate impact.
Retail attention followed quickly, with Cult Beauty approaching the brand first and prompting rapid growth. The lineup now features pillowcases, bonnets, silk hair ties, scrunchies, a heatless curler and creaseless clips. Silke London reports reaching 500,000 women within its first decade.
The flagship bonnet was recently updated after customer feedback. It now includes a double-lined interior, an adjuster, and revised ruching at the back to suit extensions and high-styled curls.
Growth Plans
Maria emphasizes the functional advantages of Silke London’s products, particularly how the bonnet reduces friction and preserves moisture overnight while protecting curls between washes. The company’s next strategic move targets professional salons, reviving Maria’s original goal of collaborating with stylists.
Her outreach to hair professionals focuses on helping clients maintain their hair between salon visits, especially those with color treatments or extensions. Maria notes that consumer demand is already driving adoption, with clients educating stylists about the products’ benefits. She also mentioned upcoming product releases, stating: “We have other products in the pipeline that we want to achieve and release.”
