In Review, April 2025: Headline highlights from Wild, L’Oréal, H Beauty and more...

Sophie Smith

30 April 2025

April marked another dynamic month for the UK beauty industry, with a wave of activity - from new store openings and retail expansions to strategic acquisitions, leadership appointments, and more.

Industry players also navigated the ripple effects of Government policy, including key measures from the Autumn Budget, as well as economic pressures stemming from US tariffs imposed under the Trump administration, which have added new challenges for businesses.

Here's a round-up featuring April's big beauty headlines from businesses including Unilever, L’Oréal, Lush, The British Beauty Council, and more, as well as the top features and trends content from TheIndustry.beauty.

Wild

Unilever acquires Wild, bolstering growth plan

Following rumours of a potential deal earlier this year, Unilever acquired plastic-free personal care brand, Wild. The strategic addition to Unilever’s existing personal care brands markED another step in the optimisation of its portfolio towards premium and high growth spaces as part of the company's growth plan.

1 in 4 UK tweens are using strong actives in skincare, new data finds

More than 1 in 4 (25.7%) of UK children aged 9-12 are using skincare products containing strong active ingredients like retinol and AHAs, new research reveals. While these ingredients typically promise clearer, 'glowing' complexions, experts are warning that they could be doing more harm than good if used on underdeveloped skin. A recent study highlighted just how serious this issue is.

Coty to cut 700 jobs as it enters 'next phase of transformation'

Coty is planning to cut up to 700 jobs as part of a new initiative aimed at streamlining its operations. It said the cost-saving scheme is designed to create a simplified, scalable operating model, reduce complexity across functions and markets, and sharpen its focus on key innovations and strategic market priorities.

Skin Sapiens

Skin Sapiens acquired by BEAUTYPRO ahead of global expansion

British brand BEAUTYPRO acquired Skin Sapiens for an undisclosed sum, marking an "exciting new phase" in its expansion strategy. Following the acquisition, BEAUTYPRO will focus on expanding the skincare brand's distribution, refining digital marketing strategies and entering new global markets.

Gym, skincare and streaming among 'essentials' for some Gen Z adults

Many Gen Z adults consider gym membership, skincare treatments and streaming services to be essential bills, new data reveals. The research indicates that, across all age groups, many adults are expanding their perceptions of "essentials" beyond bills such as utilities and groceries, to include maintaining their overall wellbeing.

'Businesses need more support to survive and thrive': Lush Head of Retail issues open letter to Chancellor

Kasey Swithenbank, Head of Retail for the UK and Ireland at Lush, issued an open letter to Prime Minister Keir Starmer and Chancellor Rachel Reeves, urging the Government to "put business at the heart of their thinking". As part of this, Swithenbank emphasised the ongoing challenges businesses are facing right now, following increased tax burdens as a result of the Autumn Budget.

L’Oréal ushers in new era appointing Harold James as Global Makeup Artist

L’Oréal Paris named Harold James as its new Global Makeup Artist, ushering in a fresh chapter for the Parisian beauty brand. James is known for his effortlessly elegant aesthetic and his ability to channel cinematic glamour through a modern lens. Now, he steps into the spotlight at L’Oréal Paris, aligning his artistry with the brand’s ongoing mission to champion self-worth and female empowerment.

Founder Holly Thaggard steps back from Supergoop

Supergoop founder Holly Thaggard stepped away from the SPF brand she launched two decades ago. Thaggard confirmed she is stepping back from the day-to-day governance of the sun care brand in a LinkedIn post earlier this month, though she added her "obsession with SPF will never fade".

British Beauty Council and Sephora UK launch mentorship programme to 'nurture future of beauty'

The British Beauty Council teamed up with Sephora UK to launch a new mentorship and grant programme with student discount platform UNiDAYS. Announced in May, each winner will go on to receive mentorship opportunities via a programme of exclusive events, as well as a £3000 grant as part of the initiative.

Glow For It heads to high street with Boots

TikTok viral brand Glow For It expanded from online to in-store, partnering with Boots to launch in 50 locations nationwide. Its launch at the health and beauty retailer represents a significant milestone in the brand's expansion, marking its entry into physical retail through this high-traffic shopping environment.

L’Oréal sales rise as it sets sights on continued growth

L’Oréal Group delivered a 4.4% increase in sales to €11.73 billion (£10 billion) for the first quarter of 2025, supported by growth across all divisions. Sales in Europe, including the UK, rose 4.9%, against a strong prior-year comparison. However, North American sales declined 1.4% in what it called a "softening" market.

H Beauty to host circus-themed pop-up tour

Roll Up, Roll Up. H beauty is going on tour with a circus-themed pop-up at four locations across the UK. Kicking off in London at the heart of Covent Garden, the pop-up will showcase seven brands, each delivering unique beauty moments - from exclusive product launches and expert treatments to interactive experiences.

Revolution Beauty Lauren Brindley

Revolution Beauty CEO Lauren Brindley exits

Revolution Beauty confirmed the departure of Lauren Brindley as Chief Executive Officer from 31 May 2025. Brindley joined the company as CEO in September 2023, having previously served as Vice President for Beauty & Personal Care at Walgreens for more than seven years. She will now take on the new position of Chief Merchandising & Digital Officer at US retail giant Ulta Beauty.

Boots sales grow as owner WBA continues turnaround

Walgreens Boots Alliance (WBA) delivered a 4.1% rise in sales for the second quarter ending 28 February. Boots UK sales increased 1.6%. Most notably, the health and beauty retailer's online sales grew 19.5% - or 20.4% on a constant currency basis - representing over 20% of the high street giant's total retail sales.

Unilever cuts 6,000 jobs so far under ongoing revamp

Unilever revealed in its first-quarter trading update that it has already axed around 6,000 jobs so far as part of an ongoing major overhaul. The company said it was "ahead of plan" on the restructure, which was announced last year and will lead to 7,500 job cuts worldwide in a bid to save €800 million (£683.9 million).

The Inkey List arrives at Space NK with exclusive product launch

The Inkey List launched at Space NK, marking another signifiant retail partnership for the British skincare brand. To celebrate its new partnership with the premium retailer, The Inkey List made its latest launch exclusive to Space NK until 28 April. A serum that works to boost collagen production, the new Exosome Hydro-Glow Complex promises to leave skin looking "hydrated, glowing and smooth".

Liverpool skin specialist launches new skincare line for children

The founder of Boss Face launched a new skincare line for children, offering an age-appropriate collection that nurtures young, delicate skin. Designed for ages eight through to 16, and ideal for all skin types, tones and genders, Ashley Wady developed the range with paediatricians and dermatologists at specialised children’s hospitals to ensure children and their young skin are protected.

No7 remixes 90s club classic for new sleep campaign

To celebrate the launch of its latest innovation, No7 unveiled a new campaign that transformed an iconic 90s club classic into a soothing remix. The skincare brand partnered with a producer, sleep scientist Dr Iuliana Hartescu, and DJ Sara Cox to remaster Corona’s ‘Rhythm of the Night’ into a relaxation-focused version.

Erborian

Why Erborian is lowering prices despite rising costs

K-beauty brand Erborian lowered prices across its entire product range, following customer feedback. After reviewing its pricing structure, the skincare brand has set out to make its products more accessible to customers. As of this month, Erborian has adjusted its prices to between £4 - £44, down from £6.50 - £62 previously.

Kering Beauté appoints new CEO at Creed

Kering Beauté named Nathalie Berger-Duquene as CEO of Creed, replacing Sarah Rotheram, who departed the fragrance brand at the end of October. In this new role, Berger-Duquene will oversee the next phase of development for the business. She will also serve as a member of Kering Beauté's executive committee.

Diptyque selects Battersea Power Station for new store

Luxury brand Diptyque opened at London's Battersea Power Station. Echoing the spirit of its first boutique in Paris, the open plan design encourages exploration while embodying the fragrance brand’s cultural and artisanal heritage. It also takes inspiration from both the spirit of Battersea Power Station’s industrial heritage and its new era as a vibrant retail, leisure and cultural destination for London.

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In Review, April 2025: Headline highlights from Wild, L’Oréal, H Beauty and more...

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