Holland & Barrett has announced a “major transformation” of its beauty business “driven by customer need” in a bid to become the UK’s go-to health and wellbeing retailer.
The British retailer’s new ‘inside-out’ holistic approach to beauty has been piloted at six stores over the past three months, merging high-quality topical products with a boosted line-up of ingestible supplements in a more immersive space to support skin and hair health.
The format has already delivered “strong” results in the pilot, with beauty sales in these trialled locations soaring 7% in revenue between June and August 2025 compared to controlled stores.
As a result, Holland & Barrett will be rolling out this new beauty format into more UK city stores in 2026, alongside announcing new brand partnerships and innovations.
The move comes as the UK leads the way with more specialised in-store beauty retail experiences.
“It is understanding, as a business, that our customers are looking for solutions to their wellness needs and really where beauty comes into that,” Vicky Kelly, Category Director for Beauty at Holland & Barrett, told Cosmetics Business.
“This involves bringing together our supplement business for hair, skin, nails and collagen, with our topical business for skin care and hair care, and supporting customers to understand that what they put in [their body] is as important as what they put on.
“It is about nutrition, gut health, taking the right supplements, managing biotics – there is a big play here between inside-and-out.
“This store format evolution is about how we help customers to shop that, and how they appraise our beauty areas, making them brighter, easier to shop and enabling more discovery.”
The move is part of Holland & Barrett’s wider multi-year business turnaround project to transform from a traditional retailer into a “true wellness partner”.
This comprises an ongoing evolution of its business and stores, ranging from the H&B&Me digital health platform and loyalty programme
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