The train station beauty boom
Beauty and wellness is booming. Network Rail teamed up with Mintel, a leading global market intelligence agency, to explore what the latest trends mean for station retailers.
The health and beauty sector is growing in the UK and across Network Rail’s estate with store improvements, pop-ups, and new openings. Customers’ expectations are changing with an increased demand for information on everything from ingredients to ethical credentials.
In 2024, British consumers spent an estimated £29 billion on beauty and grooming, up from £27 billion in 2023. The great news for station retailers is that over 90% of shoppers chose to buy products in-store.
These nationwide trends, identified by experts at Mintel, reflect the findings of Network Rail’s own research.
“Health and beauty experienced a strong sales increase across our estate of more than 10% in the three months to September 2024,” says Nick Gee, Network Rail category manager.
“For 2025, we will focus on refining our offerings to align with and further drive this growing demand”, he adds.
Taking a holistic approach to beauty
Mintel found that a holistic approach to caring for hair, skin and nail health is an emerging trend, with 44% of British adults interested in taking beauty supplements in the future.
Gee adds that this is reflected across the Network Rail estate: “For example, our Holland & Barrett offerings will expand this year, building on their impressive growth and addressing the growing importance of wellness for our customers.”
Station pop-ups also present an ideal opportunity for building a brand profile and reaching new customers, especially in the wellness market.
“A great demonstration of this is Exalt Sports Nutrition,” says Gee. “They recently opened a pop-up store at Victoria station, showcasing a curated collection of premium sports nutrition supplements and drinks. It was a great way to demonstrate convenience and quality for those on the go.”
Consumer behaviour in the year ahead
The experts at Mintel picked out five further consumer behaviours that will impact health and beauty retailers in 2025:
- 51% of British makeup buyers use makeup products daily – proving it’s still part of the British beauty consumer’s daily routine.
- Conscious consumerism is on the rise, as two-fifths (40%) of British adults say they always keep sustainability in mind when choosing beauty and grooming products.
- Brands are looking to give consumers who want to shop responsibly more choice. In 2024, 70% of beauty and personal care products launched in the UK in 2024 carried at least one eco or ethical claim.
- Sustainability involves people, too. 41% of British adults say a beauty/grooming brand’s human ethics are more important than its environmental ethics.
- Deodorants was one of the fastest growing beauty and grooming categories in 2024, up by 14% year-on-year. Growth has been driven by a shift toward refillable products, reflecting concerns for the environment.
Beauty, wellness and beyond
Boots at London Victoria
According to the latest Network Rail Customer Insight Report, the availability of health and beauty products and services remains a top priority for passengers and shoppers.
Gee agrees: “Whether it’s fulfilling essential health needs or offering beauty gifts, the Network Rail estate is committed to listening to customer feedback and continually enhancing its offerings.”
The proof of this can be seen in the wide offer currently available, which includes Boots, Superdrug, Holland & Barrett, Lush, Body Shop, Kiehl’s, Rituals, Neals Yard Remedies, and MAC.
These well-known retailers are joined by a range of health and beauty services such as Aveda, Fitness First, Cutbox, Medicentre, Supercuts, and Tanning Shop.
“Guided by insights from our latest customer feedback report, we recognise the importance of enhancing the retail experience across our estate,” says Gee.
“To this end, we will revitalise and refresh the consumer experience across our Boots stores throughout 2025″, he adds.
Grow sales through innovation and information
So, how can retailers succeed in the year ahead? Mintel research found that innovation and launch activities continue to excite consumers and encourage them to buy new products. It also suggests that effective merchandising will help consumers navigate ranges by ingredient, and retailers who upskill sales assistants with ingredient knowledge will be well-positioned to boost sales.
“With the health and beauty sector thriving like never before, Network Rail stations lead the way, offering a seamless blend of convenience and indulgence,” concludes Gee.
“Featuring a diverse range tailored to our customers, these exceptional retail offerings meet every need – bringing wellness, beauty and care to every journey.”
Want to learn more about pop-ups and other retail opportunities? Explore opportunities with Network Rail Property