Holland & Barrett enters treatments market with express services

Health food chain Holland & Barrett has become the latest high street retailer to enter the express beauty treatments market, with new treatment space at its Chester flagship Holland & Barrett More branch.

The retalier plans to open another Natural Beauty site offering treatments in 2016.

The Natural Beauty section is a new concept for the retailer, and includes a beauty bar with two therapists offering manicures using Zoya vegan nail polish and make-up treatments. It has also tapped i nto the personalisation trend with a Beauty Kitchen, where customers can mix their own body scrubs.

Next year will see the second Natural Beauty department for Holland & Barrett, although the brand has not yet disclosed the location. According to Holland & Barrett’s senior beauty category manager, Lucy Pottinger, the second store will have more space for beauty treatments, with one bar dedicated to nails and another to make-up services.

Following in the footsteps of the beauty bars in other high street chains, Holland & Barrett’s offering is low cost, with an express manicure costing £12.50, and a 60-minute make-up application costing £20.

Commenting on the decision to launch treatments at this time, Pottinger said, “Over the last year, Holland & Barrett has outperformed in beauty, growing faster than the market, according to Nielsen data. Our ethical beauty and skincare category is one of the fastest growing across our 730 stores.”

This story first appeared in the August issue of Professional Beauty. To make sure you're always the first to read the news, subscribe online for just £4.99 a year for 12 digital issues or £37 for an annual 12-issue subscription.