Key takeaways
- Holland & Barrett unveils a brand new beauty-from-within technique centered on wellness and efficacy.
- The retailer is integrating ingestible dietary supplements like collagen into its magnificence providing.
- A six-store pilot noticed a 7% uplift in magnificence gross sales between June and August 2025.
- The brand new format contains expert-led recommendation, branded bays and high-performance merchandise.
- Rollout to bigger metropolis shops is deliberate for 2026, with additional innovation and partnerships to observe.
Well being is the brand new wealth, significantly amongst youthful consumers, and the beauty-from-within sector seems to be booming inside this new wellness panorama.
Shopper demand for wellness reshapes magnificence priorities
In Might, international administration consulting agency McKinsey & Firm shared findings from its annual Way forward for Wellness analysis, which surveyed greater than 9,000 shoppers throughout China, Germany, the UK and america, and the report confirmed that wellness is an ever-growing and resilient class.
“Wellness has turn out to be a excessive precedence: Shoppers say that within the occasion of an financial downturn, they’re much less prone to lower spending throughout a variety of wellness subcategories than they’re on different client spend buckets corresponding to clothes, leisure and residential décor,” the agency mentioned..
The analysis additionally highlighted that youthful generations are main this by more and more prioritizing wellness and that the strains between magnificence and wellness proceed to blur.
“Extra shoppers are exhibiting curiosity in ingestible magnificence dietary supplements that promote wellness and sweetness from inside,” it mentioned.
The report additionally revealed that Gen Z locations the next precedence on look than different generations. ‘Higher look’ shifted from the sixth-most-important dimension of well being and wellness for U.S. Gen Z shoppers in 2023 to the third-most-important in 2024. Gen Zers in different markets additionally positioned better emphasis on look and are buying beauty-related merchandise at the next fee than different generations.
As this overlap between magnificence and wellness will increase, McKinsey mentioned partnerships will turn out to be a key driver of relevance and progress for manufacturers.
“Efficient methods embody co-marketing complementary merchandise and forging distinctive distribution collaborations, corresponding to these between magnificence and wellness gamers,” it shared.
Retailer redefines magnificence with inside-out technique
In opposition to this backdrop, the UK retailer Holland & Barrett has unveiled a brand new magnificence class transformation as a part of its ongoing enterprise and retailer format evolution.
The enterprise defined that its broader technique is to ship a science-led, customer-first expertise throughout all channels and that central to this shift is a redefinition of magnificence via a holistic ‘inside-out’ method—one which prioritizes each efficacy and wellness, grounded in scientific analysis and the corporate’s trusted experience in well being and wellbeing.
The brand new magnificence format:
- Brings collectively dietary supplements and collagen into the sweetness house and has launched branded bays.
- Introduces a curated vary of high-performance magnificence merchandise, together with new manufacturers corresponding to Cetaphil, Aveeno and Noughty.
- Incorporates expert-led recommendation from skilled workers to assist folks discover customized options.
Early outcomes present uplift in magnificence gross sales
This new format has been piloted in a six-store trial and is already delivering sturdy early outcomes.
Based on Holland & Barrett, between June and August this 12 months, magnificence gross sales within the trial areas noticed a median 7% uplift in income in comparison with management shops.
“We all know our prospects are in search of magnificence options that ship actual outcomes, are backed by science and align with their way of life and values,” mentioned Vicky Kelly, class director of magnificence at Holland & Barrett.
“To satisfy these expectations, we’ve embraced a brand new inside-out method, which mixes high-quality topical merchandise with confirmed ingestible dietary supplements corresponding to collagen to help pores and skin and hair well being from all angles.”
Kelly added that this alteration permits the enterprise to supply really holistic care, ship significant, science-backed options and strengthen its place as a trusted skilled in inside-out magnificence.
The retailer shared that the brand new retailer format will likely be rolled out throughout bigger metropolis shops all through 2026, with additional model partnerships and innovation to observe.
