Holland & Barrett has unveiled a major transformation of its beauty category, combining high-performance topical products with ingestible supplements in a new “inside-out” approach to wellness.
The health and wellness retailer said the initiative forms part of its wider business transformation, which includes upgraded store formats and digital services such as the H&B&Me platform.
It said the six-store pilot, running between June and August, has already delivered early success, with beauty sales in trial locations up an average of 7% compared to control stores.
The new format brings together curated, high-performance beauty ranges, including brands like Cetaphil, Aveeno and Noughty, alongside expert in-store guidance. Enhanced store experiences feature discovery zones, product testing stations and integrated supplement bays.
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Holland & Barrett category director of beauty Vicky Kelly 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 retailer said the initiative is part of its broader goal to create a seamless, personalised wellness journey for customers, moving beyond a traditional retail model to become a true wellness partner.
Larger city stores will see the new format rolled out throughout 2026, with further innovation and brand partnerships planned.
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