- British television host and singer Rochelle Humes has announced the launch of her new skincare brand, Eulah, arriving September 30, 2026.
- Named after Humes’ middle name, the line features 12 Korean-inspired, vegan products priced accessibly between £8 and £12.
- The launch marks Humes’ expansion into adult personal care following the commercial success of her family lifestyle brand, My Little Coco.
British broadcaster and singer Rochelle Humes has announced the launch of her new skincare brand, Eulah. The brand will officially debut on September 30, 2026.
Humes revealed the news on her podcast, Ladies Who Launch, after documenting the development process on her private project page, Roch Builds a Brand.
The announcement quickly sparked online buzz when Humes featured a classic track from The Saturdays in her video teaser, prompting her to humorously reassure fans that the post was a brand reveal rather than a pop group reunion.
Eulah, named after Humes’ middle name, centers on Korean-inspired formulations designed to deliver 24-hour hydration and barrier support. The initial lineup comprises 12 products that form an 11-step routine, including cleansing balms, face mists, jelly milks, and a companion gua sha tool. Every item is clean, vegan, and dermatologically tested, with accessible price points ranging from £8 to £12.
Humes has built an enduring career in British entertainment. She first achieved chart-topping success in pop groups S Club Juniors and The Saturdays before transitioning into a leading broadcaster.
Today, she regularly guest-hosts ITV’s This Morning and co-presents BBC One’s music game show The Hit List alongside her husband, Marvin Humes. In 2020, she founded My Little Coco, growing it from children’s haircare into a multi-category family brand stocked in major high-street stores.
The launch of Eulah deepens Humes’ focus on brand ownership. While she maintains endorsement deals with Joy of Clean, Next, and Marks & Spencer, Eulah is an independent, founder-led venture.
Humes guides her entrepreneurial work through The RH Group. Her venture reflects a strong 2026 trend of prominent media personalities creating proprietary product lines rather than acting solely as campaign models.
This strategy mirrors other recent founder moves, such as Olivia Attwood launching her ready-to-drink cocktail brand Savano and Lady Gaga launching skin health company Yuna with Outer Bio. Both moves highlight how modern stars are turning audience trust into long-term commercial equity.
Takeaways
Rochelle Humes is executing a deliberate shift from traditional celebrity endorser to commercial equity owner. While many celebrity beauty brands target premium price points, Humes is using an accessible mass-market strategy with £8 to £12 pricing. This approach mirrors the exact playbook that turned My Little Coco into a staple on UK high-street shelves.
By building around Korean-inspired formulas and a multi-step routine, Eulah aims to bridge the gap between affordable everyday skincare and trending global beauty innovations.
Can Eulah replicate the rapid retail expansion and shelf presence that Humes achieved with My Little Coco? How effectively will the £8–£12 price point help Eulah compete against established mass-market skincare staples on the high street?
