The 3,000 sq ft store boasts 50 new beauty brands including Ren, Hanna Sillitoe and This Works, as well as a shower product refill station for Faith in Nature products.

The store is committed to ensuring all beauty products sold in its store are either vegan, waterless, are produced with zero waste and use sustainable packaging.

It’s the first dedicated beauty branch Holland & Barrett has unveiled and the first with a focus on ‘clean and conscious’ products.

This is the latest in a series of moves by the retailer to drive its ethical retail credentials, having stopped selling wet wipes for sustainability reasons last year and introducing zero-waste beauty ranges in-store.