Holland & Barrett unveils transformation of beauty category
Holland & Barrett has announced a major transformation of its beauty category as part of plans to deliver a science-led, customer-first experience across all channels.
The health and wellness retailer said the move involves a holistic ‘inside-out’ approach with a focus on wellness, efficacy and innovation.
The transformation builds on Holland & Barrett’s multi-year business turnaround, which has delivered two consecutive years of double-digit growth. The retailer has also been upgrading its store estate and introducing new retail formats.
The new approach brings together high-performance, clean beauty products with expert guidance from trained staff, alongside enhanced in-store experiences featuring discovery zones, product testing stations and integrated supplement bays.
The concept has been piloted across six stores where the retailer reports strong early results. Between June and August, beauty sales in these trial locations delivered an average revenue uplift of 7% compared to control stores.
Vicky Kelly, category director of Beauty at Holland & Barrett, said: “We know our customers are looking for beauty solutions that deliver real results, are backed by science and align with their lifestyle and values,.
“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.
Image courtesy of Holland & Barrett
