H&B to roll out revamped beauty format after trial boosts sales
The changes are part of a broader business turnaround at Holland and Barrett, which has reported two consecutive years of double-digit growth and ongoing investment
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Holland and Barrett has announced plans to expand its revamped beauty format across major UK stores next year, following a successful trial that delivered a 7% revenue uplift in pilot locations.
The retailer said the new format reflects a shift towards “inside-out” beauty – a model that combines topical products with ingestible supplements – as part of its wider effort to offer more personalised, science-led wellness services.
The changes are part of a broader business turnaround at Holland and Barrett, which has reported two consecutive years of double-digit growth and ongoing investment in store upgrades and digital platforms.
The reworked beauty category has been tested across six stores since June, with the company reporting improved performance compared with control sites. Features of the new approach include dedicated branded bays, high-performance skincare products, and the integration of supplements such as collagen into the beauty section.
New brands introduced as part of the range include Cetaphil, Aveeno and Noughty. Trained staff will offer tailored advice in-store, the company said.
Vicky Kelly, category director of beauty at Holland and Barrett, said: “We know our customers are looking for beauty solutions that deliver real results, are backed by science and align with their lifestyle and values.
“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.”
The new format will be rolled out to larger city stores during 2026. It forms part of the company’s wider strategy to position itself as a wellness partner, with initiatives including its H&B&Me digital health platform and loyalty programme, as well as new experiential retail formats such as its Cardiff concept store.
