Holland & Barrett unveils beauty category transformation as part of ongoing business and store format evolution

Holland & Barrett has announced a major transformation of its beauty category, in line with its broader strategy to deliver a science-led, customer-first experience across all channels. Central to this shift is a redefinition of beauty through a holistic ‘inside-out’ approach – one that prioritises both efficacy and wellness, grounded in scientific research and the retailer’s trusted expertise in health and wellbeing.

The transformation builds on Holland & Barrett’s multi-year business turnaround, which has already delivered two consecutive years of double-digit growth, upgrade of its store estate, and introduced new and inviting retail formats.

This latest evolution in beauty – focused on wellness, efficacy and innovation – has been piloted in a six-store trial, already delivering strong early results. Between June and August, beauty sales in the trial locations saw an average 7 percent uplift in revenue compared to control stores, highlighting the positive impact of our new approach to beauty.

The new beauty format combines:

• Enhanced in-store experiences, bringing together supplements and collagen into the beauty space, and introduction of branded bays.
• A curated range of high-performance beauty products, including new brands such as Cetaphil, Aveeno and Noughty.
• Expert-led advice, from trained in-store colleagues to 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 initiative forms part of Holland & Barrett’s broader ambition to create a seamless, personalised wellness journey for customers, supporting its transformation from a traditional retailer into a true wellness partner – from the H&B&Me digital health platform and loyalty programmes to new experiential formats like the Cardiff experience store.

The new format will be rolled out across larger city stores throughout 2026, with further brand partnerships and innovation to follow.

Image credit: Holland & Barrett.