Holland & Barrett is transforming the beauty category within its stores, aligning with its broader strategy to deliver a “science-led, customer-first experience” across all channels.
The retailer stated that it was seeking to redefine its beauty offering through a holistic, “inside-out” approach, focusing on wellness, efficacy, and innovation. This has been piloted in a six-store trial over the last three months, with Holland & Barrett noting that it had delivered strong early results, achieving an average 7% uplift in revenue compared to control stores.
The new beauty format combines improved in-store experiences, bringing together supplements and collagen into the beauty space, and the introduction of branded bays.
A new curated range of “high-performance” beauty products includes own-label lines and new brands such as Cetaphil, Aveeno and Noughty. Meanwhile, trained in-store staff help customers 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 new format will be rolled out across larger city stores throughout 2026, with further brand partnerships and innovation to follow.
The move builds on Holland & Barrett’s multi-year business turnaround programme, which has already delivered two consecutive years of double-digit growth, driven by upgrades of its store estate and the introduction of new retail formats.
