After a successful month-long trial in around 100 Boots stores, O'Keeffe's Working Hands has now secured a permanent presence in the hand care section of the high street giant.
Already stocked widely in DIY stores, builders merchants, garden centres and in Amazon's garden and outdoor department, the hand cream outperformed expectations in the pharmacy chain and will now feature in 590 Boots stores throughout the UK, including the top 70 London stores, as well as all airport outlets. This is a huge increase on the initial trial and is part of a long term goal for O'Keeffe's to ensure UK-wide penetration with the retailer, which operates 2,500 outlets across the UK.

O'Keeffe's Company UK sales director Simon Damp said: "We're thrilled that Working Hands has exceeded expectations and will now be permanently sold and prominently displayed in such a well-known and highly respected store like Boots. The credibility of Boots proves that Working Hands does work and means it can continue to help people that suffer with dry and cracked hands."

The latest listing follows news of a deal with Lakeland last summer, which saw O'Keeffe's stocked in its 68 stores and online.

Mr Damp added: "It has been a very busy year for the product and it is already an asset to those whose hands are their most important tool."

O'Keeffe's began in the USA over 20 years ago when it was developed by pharmacist Tara O'Keeffe over her kitchen sink to help her rancher father's dry and cracked hands. The brand came to the UK last year and has seen huge success in its infancy.