Boots has unveiled a new budget brand to battle the cost of living crisis, with items like toothpaste, shower gel and shampoo retailing at less than £1.

The health and beauty brand has said that it has created the new “everyday” brand to help shoppers find low-priced toiletries as the price of basic items continues to grow.

“At a time when many people are facing choices between heating and eating and we’re all bracing ourselves for a winter of feeling the pinch more than ever, we’re offering a no-compromise range to help customers make small everyday switches to help save money,” Boots UK head of beauty Jenna Whittingham-Ward said.

The 60-product range, which launches in more than 1,000 stores today, will include items that all cost £1.50 or less, with period products starting at just 70p.

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As well as this brand debut, the retailer has also frozen the price of up to 1,500 products until the end of the year.

Boots UK chief executive Seb James told The Guardian: “Sales of beauty products at Boots continue to rise, suggesting customers still want to treat themselves to new makeup, perfume or skincare, despite cost of living pressures.”

“During the last recession, we experienced two things: firstly, the ‘lipstick effect’, which is the determination to continue purchasing small treats, and secondly, increased spending on own label and promotions.”

“These trends have returned, with 500,000 new signups to our Advantage card within six months – the biggest number of new joiners for some time.”