Creates new business called No7 Beauty Company.

DEERFIELD, Ill. — Walgreens Boots Alliance is leveraging the strength of its beauty brands by putting them under one umbrella.

The six logos — No7, Liz Earl Beauty Co., Botanics, Soap & Glory, Sleek MakeUp and YourGoodSkin — create a new business called No7 Beauty Co.

Together, they reach every skin type, ethnicity, age and texture of consumers across the world. Although the brands, especially No7, have achieved a cult-like status in the U.K., visibility is lower in the U.S., but expanding. The rebrand is expected to accelerate expansion and sales growth.

“The launch of No7 Beauty Company, a new consumer packaged goods business within WBA, allows us to reinvent how we manage and drive further growth for our beauty portfolio,” says Annie Murphy, senior vice president, global chief commercial brands officer and international retail, who will oversee the new organization.

“It is all about maximizing everything we are part of as WBA. No7 Beauty Company will use the combined strengths of our world-leading brands, our dynamic supply chain and our unrivaled track record for product innovation,” she adds.

The portfolio packs a punch:

• Its products are sold at 23,300 outlets in 16 worldwide markets;

• The brands feature the expertise of 1,600 advisors;

• No7 is the leading skin care brand in the U.K. and the number one retinol sold in Boots;

• Its serums are sold at 16,000 U.S. stores;

• One bottle of Liz Earle’s Cleanse & Polish sells every 16 seconds; and

• Sleek MakeUp was a pioneer in pigments for all skin tones.

No7 Beauty will be positioned to develop omnichannel offerings with WBA retailers and other new and existing retail partners. That plan stretches beyond physical doors to include a direct-to-consumer model, .com sites, mobile apps and other avenues consumers shop.

The affected brands are sold beyond Walgreens and Boots doors. Soap & Glory, in addition to Walgreens, is available at Ulta Beauty and Target and was recently added to Walmart’s assortment. Walmart also brought in No7 which is also sold at Walgreens and Target. Sleek MakeUp is also available outside of Walgreens.

Coinciding with the announcement of the rebranding, No7 Beauty pledged to put sustainability at the heart of how it does business. The roadmap through 2030 includes achieving 50% of its global sales from healthier, more sustainable products and services; halving the overall impact of new products in the market compared to 2019; and at least doubling the value it creates for society, compared to 2019. The strategy includes reducing single-use plastic, cutting emissions for a net positive impact on nature and putting circular thinking at the core of its business model.

The company also aspires to be the most inclusive beauty entity in the world, as well as strengthen its long-standing commitment to be a fair partners to suppliers and respecting human rights.

No7 Beauty  revealed its first “Beautifully Informed” report, which delves into the evolving role that beauty and beauty brands play in today’s world. The study illustrates the shopping behaviors of today’s beauty consumer and forecasts tomorrow’s trends that will shape the industry.

One key point from the report: 87% of the 20,000 people survey feel more confident if they look good, 75% of women agree that beauty and personal care products have a positive impact on their mental well-being.

The analysis digs into how COVID-19 impacted the beauty shopping experiences. Highlights include the surge in skin care and exponential rise in bath and body sales, the emergence of “skintellectuals” (consumers highly educated on ingredients and formulations) and the resurgence of evergreen ingredients like peptides.

The global report also forecast the rise of “skinfluencers” — aestheticians, dermatologists and doctors who have crossed into the mainstream, reaching millions through platforms like Clubhouse and TikTok.

“As part of Walgreens Boots Alliance, we have unrivaled access to customer data and insights, making us uniquely placed to understand how the beauty industry is changing and evolving, and how consumers want to experience and enjoy beauty products,” says Mark Winter, managing director of No7 Beauty. “This report draws on some of that proprietary data and provides fascinating insights into people’s relationships with beauty today, and how expect to this evolve and change in the future.”