Boots may be reconsidering its decision to discontinue its budget make-up brand Seventeen after its loyal fans bemoaned the loss of one of their favourite brands in droves. The brand announced the retailer’s decision on its Instagram account in January and has since attracted a raft of comments from its followers.

“All good things must come to an end and today, Seventeen is one of them. Over the next few months we’ll be available @bootsuk online & in store whilst stocks last but once it’s gone, it’s gone… We know this is going to be emosh… Love the Seventeen Team,” reads the post.

Many fans also voted with their wallets, taking advantage of attractive discounts to build up a stash as well as attempt to revive the brand through their financial support.

Boots are said to be concentrating on new lines.