Holland & Barrett has upgraded its beauty category with a major transformation as part of its broader strategy to provide an elevated customer experience backed by science.
The transformation of its beauty category is integral to the wider strategy, and it aims to deliver an âinside-outâ approach that prioritises âefficacy and wellnessâ.
The newest iteration of the retailerâs beauty category has already been trialled in six stores, as between June and August beauty sales in these locations rose 7% compared to control stores.
The latest beauty format features enhanced in-store experiences and introduces âbranded baysâ, supplements, collagens, new beauty brands, and expert advice from trained store colleagues.
The new format will be rolled out to larger city stores throughout 2026, with more brand partnerships and new innovations to come.
It builds on Holland & Barrettâs multi-year business turnaround including an upgrade of its store estate, an experience store in Cardiff, and the H&B&Me app.
Its latest financial results in 2024 showed a 10% year-on-year rise in sales, reaching ÂŁ884.5m.
Holland & Barrett category director of beauty Vicky Kelly said: âWe know our customers are looking for beauty solutions that deliver real results, are backed by science and align with their lifestyle and values.
âTo meet these expectations, weâve 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.â
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