Holland & Barrett, on of the UK’s leading health and wellness retailers, has announced a major transformation of its beauty category, marking a pivotal step in its strategy to deliver a science-led, customer-first experience across all channels. At the heart of the shift is a redefinition of beauty through an ‘inside-out’ approach – combining visible results with overall wellness, grounded in scientific research and the retailer’s longstanding expertise in health and wellbeing.
This evolution builds on Holland & Barrett’s successful multi-year business turnaround, which has already delivered two consecutive years of double-digit growth, revamped stores, and introduced inviting new retail formats.
The new beauty concept has been piloted in six trial stores since June, generating encouraging early results. Between June and August, beauty sales in the pilot locations rose by an average of 7% compared to control stores, underlining the potential of the refreshed approach.
The next-generation beauty format brings together:
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Enhanced in-store experiences with a stronger focus on efficacy, wellness and innovation
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Supplements and collagen integrated within the beauty space, alongside new branded bays
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A curated range of high-performance skincare and haircare, including leading names such as Cetaphil, Aveeno and Noughty
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Specialist advice from trained colleagues to help shoppers find personalised solutions
“We know our customers are looking for beauty solutions that deliver real results, are backed by science and align with their lifestyle and values,” said Vicky Kelly, Category Director of Beauty at Holland & Barrett. “To meet these expectations, we’ve embraced a new inside-out approach, which combines high-quality topical products with proven ingestible supplements such as collagen to support skin and hair health from all angles. This enables us to offer truly holistic care, deliver meaningful, science-backed solutions and strengthen our position as the trusted experts in inside-out beauty.”
The transformation signals Holland & Barrett’s wider ambition to move beyond its traditional retail roots and become a true partner in wellness. Alongside innovations in beauty, the business continues to expand its H&B&Me digital health platform, develop personalised loyalty programmes, and introduce new experiential formats such as its Cardiff experience store.
The transformed beauty offer will roll out to more stores in the coming year, supported by new brand partnerships and further category innovation.
