What's Happening?
Holland & Barrett has introduced a new 'inside-out' store concept aimed at transforming its beauty category. This approach merges high-quality topical products with ingestible supplements to support skin and hair health. Piloted in six stores, the concept has resulted in a 7% increase in beauty sales between June and August 2025 compared to controlled stores. The initiative is part of a broader strategy to position Holland & Barrett as a leading health and wellbeing retailer in the UK. The company plans to expand this format to more city stores in 2026, alongside new brand partnerships and innovations.
Why It's Important?
The 'inside-out' concept reflects a growing trend in the beauty industry towards holistic wellness, emphasizing the importance of both internal and external health. By integrating supplements with topical products, Holland & Barrett is addressing consumer demand for comprehensive wellness solutions. This strategy not only enhances customer experience but also positions the retailer as a 'true wellness partner,' potentially increasing market share and customer loyalty. The success of the pilot indicates strong consumer interest in this approach, which could influence other retailers to adopt similar strategies.
What's Next?
Holland & Barrett plans to roll out the 'inside-out' concept to more UK city stores in 2026. The company will continue to innovate and form new brand partnerships to enhance its beauty offerings. This expansion is part of a multi-year business turnaround project aimed at evolving from a traditional retailer to a wellness-focused entity. The company will also focus on digital health platforms and loyalty programs to further engage customers and support their wellness journeys.
