Key Takeaways:
For more than 150 years, Holland & Barrett (H&B) has been a cornerstone of Great Britain’s wellness landscape, synonymous with vitamins, supplements, and natural remedies. However, in 2025, the retailer’s beauty shelves are telling a very different story. It’s starting to feature glossy displays of clinically tested serums sitting alongside collagen supplements and adaptogenic powders, signaling a new era in which beauty is no longer just skin-deep.
Against the backdrop of this transformation is the brand’s “inside-out beauty” strategy, a philosophy that fuses wellness, nutrition, and dermatological science to redefine what it means to look and feel good. As Vicky Kelly, Beauty Category Director, explained to BeautyMatter, this evolution is not so much a reinvention as it is a natural progression of the brand’s heritage.
“Positioning beauty as an ‘inside-out’ category is a natural progression of who we are and what we stand for,” Kelly said. “As we evolve from a wellness retailer into a long-term wellness partner, beauty and well-being are increasingly seen as part of the same story.”
Beauty That Begins Within
For H&B, the concept of “inside-out beauty” aims to help customers recognize the direct link between inner health and outer appearance. It’s a holistic view of self-care, and it acknowledges that skincare routines and nutrition plans belong in the same conversation. “It’s about helping customers understand that what they put in their bodies is just as important as what they put on their skin,” Kelly explained. “This shapes how we curate our products, prioritizing effective, ingredient-led, and dermatologically tested formulations that deliver visible results.”
This intersection of wellness and aesthetics is now central to every decision the retailer makes, from product selection to in-store education. H&B’s trained staff are planted at the forefront of this mission, guiding customers through supplement and topical choices that support everything from collagen production to scalp health.
Its long-term vision is clear: Beauty is not a standalone category, but a core part of the wellness experience. “Our goal is to create a seamless, science-led, and customer-first experience that helps people understand the link between how they look and how they feel,” Kelly said.
That holistic vision extends across the entire brand ecosystem. Whether shopping online or stepping into one of H&B’s newly revamped “experience stores,” customers encounter an integrated approach to wellness that combines supplements, skincare, and education in one space. “We want customers to see Holland & Barrett as a trusted destination for expert guidance and holistic solutions that support every stage of their wellness journey,” Kelly added.
Balancing Nature and Science
One of the most impressive aspects of H&B's transformation is its ability to balance natural health heritage with scientific credibility. While the retailer built its reputation on natural wellness, today’s consumers expect proof, whether it’s through clinical trials, dermatological testing, or measurable results. “We’re committed to supporting those changing expectations by offering choice, quality, and results,” Kelly said. “We’re proud to work with natural brands that combine their ethos with clinically proven performance.”
This blend of authenticity and innovation has shaped the company’s modern beauty assortment. From dermatologist-approved brands like Cetaphil and Aveeno to natural pioneers such as Weleda and Balmonds, H&B’s shelves now represent a careful balance between efficacy and ethics. The retailer’s own supplement range, formulated to support skin, hair, and overall wellness, anchors the “inside-out” narrative.
The term "science-backed" has become ubiquitous in the beauty industry, but for H&B, it’s more than marketing; it’s a measurable commitment. “For us, being science-backed isn’t a trend; it’s a responsibility,” Kelly noted. “Our approach is built on evidence, expertise, and research, ensuring that every product we offer is efficacious and trustworthy,” she continued.
To reinforce that credibility, H&B collaborates with industry experts, scientists, and dermatologists to develop and validate its formulations. A standout example is its partnership with Face the Future, one of the UK’s most trusted skincare destinations. Together, the two companies launched a “shop within a shop” on Holland & Barrett’s website, featuring nearly 40 brands and over 500 products, including names like NEOM Wellbeing, Alpha-H, Heliocare, and Philip Kingsley.
“By combining our wellness expertise with their skincare authority, we’re delivering products and advice customers can truly trust,” Kelly said. “It’s a seamless experience that connects beauty and well-being.”
The Store of the Future
While H&B’s transformation is defined by product curation, it is reshaping the in-store experience, too. The retailer recently piloted a new beauty concept in six city locations, with striking results, including a 7% uplift in beauty sales between June and August compared to control stores. “Designed around our ‘inside-out’ philosophy, this next-generation format brings science, efficacy, and well-being together in one cohesive space,” Kelly explained.
In these redesigned stores, beauty and wellness categories merge. Supplements and collagen powders share the floor with skincare bays, interactive edit zones, and educational touchpoints. Customers can explore ingredient-led solutions guided by trained experts who personalize recommendations.
The experience store in Cardiff, United Kingdom, represents the pinnacle of this approach. Featuring immersive wellness zones, a yoga and Pilates studio, and personalized health tools, it brings together retail and education in a single environment. “The space helps customers better understand their skin, hair and overall well-being,” said Kelly. “It’s a glimpse into the future of how people will shop for health-led beauty.”
Partnerships play a crucial role in H&B’s beauty evolution. The company is highly selective about collaborators, focusing on brands that align with its science-led and results-driven ethos. “We look for brands that are concern-led and science-backed, with a clear focus on delivering real results,” Kelly explained. “Every partner we work with must share our commitment to helping customers find trusted solutions for their skin and hair health.” From Revive and Hairburst to collaborations like Face the Future, these partnerships are redefining what consumers can expect from beauty retail, offering products, knowledge, guidance, and community.
As H&B continues its transformation, the company’s ambitions reach far beyond the UK. Over the next 12 months, Kelly and her team plan to refine, test, and expand the beauty concept, ultimately taking the learnings into international markets. “We’re still at the beginning of this journey, which makes it a really exciting time for us,” she said. “Our focus will remain on understanding our customers’ needs and delivering science-backed, holistic solutions to beauty and well-being.”
Looking ahead three to five years, success for Holland & Barrett means becoming the go-to destination for health-led beauty, a trusted partner in helping people achieve meaningful, long-term results. “We want to set a new standard for what beauty truly means; one rooted in science, well-being, and long-term health rather than quick fixes or surface-level results,” Kelly concluded.
