Holland & Barrett has announced a “major transformation” to its beauty assortment following a successful in-store trial.

The retailer says it is taking a holistic ‘inside-out’ approach to its beauty category that prioritises efficacy, wellness and scientific research.

Its new in-store beauty format includes a curated range of high-performance products displayed with complementary supplements in branded bays, combined with expert-led advice from its trained in-store colleagues to help customers find personalised solutions.

Between June and August, beauty sales in the six trial locations saw an average 7% uplift in revenue compared to control stores, highlighting the positive impact of the new approach to beauty. 

“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.”  

Vicky Kelly, Category Director of Beauty at Holland & Barrett.

The initiative forms part of Holland & Barrett’s broader ambition to create a seamless, personalised wellness journey for customers, supporting its transformation from a traditional retailer into a true wellness partner – from the H&B&Me digital health platform and loyalty programmes to new experiential formats like the Cardiff experience store. 

Holland & Barrett says its beauty category transformation will be rolled out to more stores in the coming year, with further brand partnerships and innovation to follow.