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The Walgreens Boots Alliance launches the No7 Beauty Company

Gaelle Walker
19 April 2021

The Walgreens Boots Alliance (WBA) has launched the No7 Beauty Company – a new beauty business designed to develop and drive a new-generation of trusted, affordably-priced beauty brands for all skin types, ethnicities, ages and textures.

Founded with six established, international beauty brands, including No7, Liz Earle, Botanics, Soap & Glory, Sleek MakeUP and YourGoodSkin, the new consumer-driven business will leverage the combined strengths of WBA’s global brand portfolio, dynamic supply chain, extensive customer insights and powers of innovation, to better meet the needs of modern-day beauty shoppers and also act as a potent "force for good."

With access to more than 100 million loyalty members worldwide, the No7 Beauty Company will place consumer insights at the heart of its product development strategy, all of which will be backed by increasingly-personalised digital marketing solutions.

An array of omnichannel offerings will also be developed with WBA retailers and other new and existing retail partners around the world, through direct-to-consumer websites, mobile apps and more - providing consumers "with differentiated products and shopping experiences.”

Annie Murphy, WBA senior vice president, global chief commercial brands officer and international retail, who will oversee the new company, said: “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.

“It’s a huge deal for us because we’re been really proud of all the brands that we have in the business and they’ve been part of the WBA family for some time but this is the moment that we bring them all together and make a statement of intent about the leadership that we want to bring to the beauty industry, not just in the UK but around the world - by creating something that we think is a totally unique business within the industry.

“It’s a business founded on brands with huge heritage and consumer connectivity, with the cornerstone being No7 itself, but also brands like Liz Earle and Soap & Glory, which have incredibly strong back-stories and brilliant founders.

“It’s also a listening beauty business, rather than a telling beauty business. As part of WBA we have access to more than 100 million loyalty consumers so our understanding of how people really shop and what they really do is profound and is something that no one else in the beauty industry really has.”

The No7 Beauty Company has also launched with three key sustainability goals to be reached by 2030 including:

  • A commitment for 50% of its global sales to come from healthier, more sustainable products and services.
  • A halving of the overall impact of new products placed on the market compared to 2019, by cutting emissions in line with climate science, having a net positive impact on nature, reducing single-use plastic and putting circular thinking at the core of its business model.
  • The company has also pledged to “at least double” the value that it creates for society, compared to 2019, directly benefitting at least 500,000 people, by working in partnership with others.

Mark Winter, managing director of the new No7 Beauty Company added, “The launch of No7 Beauty Company will enable us to make our beloved and trusted brands accessible to even more customers round the world, as a force for good, underpinned by best-in-class global sourcing and accelerated levels of innovation.

“With our new identity, we are better placed than ever to create new relationships with retail partners and unite our 2,900 team members including 1,600 beauty advisors, helping us to align our strategy across all of our brand teams in every geography.”


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