Pure Beauty

How Holland & Barrett is becoming the Goop of the high street

By Sarah Parsons | Published: 15-Aug-2019

From ditching wet wipes to investing in plastic-free brands, the British health food and beauty retailer is on a mission to democratise wellness

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Reclaimed wood shelving draped with indoor plants lean against the arched bare brick walls throughout Holland & Barrett’s annual central London showcase, surrounded by foraged pebbles, upcycled umbrellas, a selection of beautifully packaged indie brands and pink neon lights. The room lifts the curtain on the health retailer’s grand plans: sustainable but attainable, and undoubtedly millennial.

The business has been one of the few success stories of the high street in recent years, especially when compared to the doom and gloom headlines from its rivals. In June 2017, Holland & Barrett was bought by Russian billionaire-backed fund L1 Retail for £1.8bn. Two years on, as part of a leadership shake-up, company veteran Peter Aldis resigned as CEO and a change in marketing direction was unveiled with the launch of Me.No.Pause, Caroline Hipperson’s first campaign as CMO, aiming to tackle the taboo surrounding the menopause.

Holland & Barrett also seems to be on sound financial footing and is now

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