Holland & Barrett has unveiled a major overhaul of its beauty category.
The “transformed” offer takes an “inside-out” approach to beauty, by featuring a boosted lineup of supplements and collagen products, alongside more traditional branded and own-label beauty products. They will be combined in new-look beauty bays in store for the first time.
H&B trialled the new format in six stores over the summer. It will now be rolled out to its larger city stores, and online, throughout 2025, with a further rollout to follow. From June to August, beauty sales in trial stores grew by 7% on average, the retailer said.
Alongside a new selection of H&B’s own labels, the new offer features a curated range of “high-performance beauty products”, with SKUs from brands including Cetaphil, Aveeno and Noughty.
H&B has also rolled out new training to store staff, who will be able to offer “personalised” beauty advice and product recommendations.
“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, Holland & Barrett beauty category director.
“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.”
It is H&B’s most significant category overhaul, since the relaunch and expansion of its food and drink category in September 2023, as part of its ongoing turnaround plan.
Alongside significant investments into modernising its “experience-based stores” at a rate of one a week throughout 2025, H&B has also invested heavily into its digital offer, by enhancing its Rewards for Life loyalty programme, and more recently launching a new personalised health app H&BandMe.
It follows the launch of a new partnership with Co-op last week, to add H&B wellness concessions to 125 Co-op stores.
Holland & Barrett also announced a shake-up of its senior management. UK & Ireland boss Anthony Houghton promoted to a new role as group CEO, as the company “accelerates” the next stage of its growth strategy.
No comments yet