No7
No7 is a British beauty brand founded in 1935 and owned by The Boots Company PLC (Walgreens Boots Alliance), selling proprietary peptide-based skincare and cosmetics for women across anti-aging, menopause, and preservation categories via Boots retail and direct e-commerce.
- Company typePrivate
- Founded1935
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What No7 does
No7 is a British mass-market beauty brand founded in 1935 and wholly owned by The Boots Company PLC, itself part of Walgreens Boots Alliance. The brand sells skincare, makeup, and color cosmetics across more than a dozen sub-brands organized around skin concern or life stage — Future Renew (damage reversal), Restore & Renew, Protect & Perfect, Lift & Luminate, Hydraluminous+, Menopause Skincare, Good Intent, Derm Solutions, Radiance+, Laboratories, Pure Retinol, and Pro Artist makeup — priced from $9.99 entry-level products up to $42.99 specialty serums. Core formulation technology centers on proprietary peptide systems: Pepticology powers the Future Renew range, Matrixyl 3000+ anchors the Restore & Renew, Menopause, and Laboratories lines, a new Antioxidant Peptide Blend headlines Prime Forever, and Night Active Pepticology targets overnight repair. No7 markets clinically-validated efficacy (a 22,000-person study for Prime Forever; co-creation with 7,000 menopausal women for the Menopause range) and positions itself as accessible skincare with premium-leaning actives.
The brand's go-to-market is hybrid. In the UK it is distributed primarily through Boots' 2,000+ physical stores and Boots.com under a wholesale/concession-style arrangement tightly integrated with the Boots Advantage Card loyalty program. In the US, distribution runs through a dedicated direct-to-consumer site at us.no7beauty.com with localized pricing, USD-denominated Subscribe & Save (25-30% off recurring orders), a foundation shade finder, and a routine builder. The Australia market is served with localized product launches. The customer base is overwhelmingly female and concentrated in three core cohorts: women 40+ seeking anti-aging correction, women in perimenopause/menopause seeking hormonal skincare, and — newly via Prime Forever — women in their 30s seeking 'preservation' skincare ahead of visible aging.
Monetization combines three streams: one-time product purchase across unit pricing tiers (entry Good Intent, mid Restore & Renew, premium Future Renew and Laboratories), recurring subscription revenue via Subscribe & Save, and gift-set/bundle higher-AOV sales. No7 supports revenue with a content-driven blog covering ingredient education (peptides, retinol, vitamin C), a myNo7 Rewards loyalty program, a refer-a-friend mechanic ($10 credit each side), and student/essential-worker discount programs targeting younger affordability-constrained shoppers. A strategic partnership with Macmillan Cancer Support provides reputational differentiation. No7 reports operating status as active across UK, US, and Australia and is positioned within Boots as a flagship premium-accessible skincare label.
No7 firmographics
Firmographics- Name
- No7
- Legal name
- The Boots Company PLC
- Website
- https://us.no7beauty.com
- Company type
- Private
- Founded year
- 1935
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- No7 is a British beauty brand founded in 1935 and owned by The Boots Company PLC (Walgreens Boots Alliance), selling proprietary peptide-based skincare and cosmetics for women across anti-aging, menopause, and preservation categories via Boots retail and direct e-commerce.
- Ownership category
- akta.pro rank
No7 industry classification
Industry- Product category
- Skincare and Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
- akta.pro secondary industries
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Sensitive Skin & Barrier Repair (CRABAAAG)
Keywords
Where No7 is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
No7 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Physical and Digital Product Sales: No7 generates primary revenue through direct sales of skincare, makeup, and beauty products via Boots retail stores, Boots.com, and us.no7beauty.com. Products span multiple categories including serums, moisturizers, cleansers, eye creams, makeup, and specialty ranges for menopause and anti-aging.
- Subscribe & Save Program: Recurring revenue through subscription model offering 25-30% savings on regular orders. Subscribers receive automatic deliveries with loyalty points (myNo7 Rewards), driving customer retention and predictable revenue.
- Gift Sets and Bundles: Revenue from curated product sets including The Mirror Skin Starter ($42), The Glass Skin Ritual ($84), The Complete Routine ($142), and Day/Night Cream Duos. Bundling drives higher average order value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Good Intent line - Entry-level skincare |
| Unit Pricing | Pay-as-you-go | Future Renew range - Premium damage reversal |
| Unit Pricing | Pay-as-you-go | Menopause Skincare range - Targeted solutions |
| Unit Pricing | Pay-as-you-go | Restore & Renew - Age-defying core range |
| Subscription | Monthly | Subscription - Subscribe & Save |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
No7 product offering
Product offeringCore offering
No7 sells an extensive portfolio of branded skincare and cosmetics products — including serums, moisturizers, cleansers, eye creams, SPFs, sheet masks, and makeup — distributed across multiple sub-brands such as Future Renew, Restore & Renew, Protect & Perfect, Good Intent, Menopause Skincare, and Pro Artist. The brand combines proprietary peptide-based formulations (Matrixyl 3000+, Pepticology) with affordable pricing and is sold through Boots retail stores, Boots.com, and us.no7beauty.com. A Subscribe & Save subscription program (25–30% savings) and myNo7 Rewards loyalty program drive recurring revenue.
Product overview
No7 is a Boots-owned UK beauty brand established in 1935, offering an extensive skincare and cosmetics portfolio. The product offering is organized into multiple sub-brands including: Future Renew™ (damage reversal with proprietary Pepticology™ peptide technology), Restore & Renew (age-defying with collagen peptides and pro-retinol), Protect & Perfect (SPF protection), Lift & Luminate (brightening), Hydraluminous+ (hydration), Menopause Skincare (specialized for hormonal changes), Good Intent (affordable jelly-inspired skincare), Derm Solutions (dermatologist-approved for sensitive skin), Radiance+ (vitamin C brightening), Laboratories (concentrated boosters), Pure Retinol (treatment-focused), and Pro Artist (professional makeup). Individual products span serums, moisturizers, cleansers, eye creams, SPF, sheet masks, and makeup across these collections. The company emphasizes peptide technology (including Matrixyl 3000+™), clinical research, and targeted solutions for different life stages and skin concerns.
Differentiator
Problem solved
Functional benefit
Products and services
- Future Renew™ Damage reversal skincare range featuring proprietary Pepticology™ peptide technology to visibly reverse signs of skin damage. Includes serums, day/night creams, cleansers, and an SPF50 defense moisturizer for women targeting skin damage and visible aging.
- Restore & Renew Age-defying skincare collection targeting key signs of aging with collagen peptides, hyaluronic acid, and pro-retinol for firmer, brighter, more youthful-looking skin. Includes multi-action day cream SPF 30, night cream, face & neck serum, eye cream, and serum-boost sheet masks.
- Protect & Perfect
- Lift & Luminate
- Hydraluminous+
- Menopause Skincare Specialized skincare range co-created with over 7,000 menopausal women targeting visual signs of reduced estrogen including dullness, dryness, lack of firmness, and hot flashes. Features cooling applicators, hyaluronic acid, collagen peptides with Matrixyl 3000+, lipids, ceramides, and soy isoflavones.
- Good Intent Affordable skincare line inspired by jelly beauty trends targeting the 'glass skin' trend with simplified, accessible products priced from $9.99, including Dew Bank Water Cream and Skin Sip Moisture Milk.
- Derm Solutions
- Radiance+
- Laboratories
- Pure Retinol
- Pro Artist
- Prime Forever Future-proof skincare range featuring a new Antioxidant Peptide Blend developed from clinical research on over 22,000 people, designed to maintain skin health and slow visible aging. Includes cleanser, serum, moisturizer, SPF50 primer, and silicone eye patches.
- Subscribe & Save Program
Quantifiable outcome
- Reduces appearance of wrinkles by up to 5 years in 12 weeks (Matrixyl 3000+ clinical claims)
- +4 more outcomes
Companies that use No7
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
No7 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
No7 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Macmillan Cancer SupportcoreBoots partnership with Macmillan Cancer Support, with No7 products supporting women dealing with side effects of cancer treatment. The collaboration represents a significant CSR initiative, with Leanne Carden, Global Digital Director at No7, specifically citing the partnership as meaningful to customers dealing with cancer side effects.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
No7 competitors and assessment
Company assessmentDirect peers
- Olay: Olay is P&G's mass-market anti-aging skincare franchise focused on peptides, retinoids, and niacinamide at accessible price points. It is the closest direct competitor to No7 in mass anti-aging skincare, fighting for the same supermarket/drugstore shelf space and the same older-female consumer.
- CeraVe: CeraVe is L'Oréal-owned dermocosmetics brand built on ceramides and clinical/dermatologist endorsement at mass-market price points. It directly competes with No7 Derm Solutions, Restore & Renew, and Hydraluminous+ on accessible, science-backed skincare positioning.
- Simple Skincare: Simple is a UK mass-market sensitive-skin cleanser and moisturizer brand historically sold through Boots alongside No7. They directly compete for the same Boots shelf real estate and similar sensitive-skin positioning, but Simple has a much narrower product scope than No7.
- La Roche-Posay: La Roche-Posay is L'Oréal's dermocosmetics brand built around dermatological endorsement, sensitive skin, and clinical efficacy. It overlaps directly with No7 Derm Solutions and Menopause ranges on clinically-backed, dermatologist-validated skincare at mass-prestige price points.
- Elizabeth Arden: Elizabeth Arden is a Revlon-owned mass-prestige skincare brand historically famous for anti-aging capsules (Ceramide Capsules) and Prevage. It competes with No7 Restore & Renew and Future Renew for the older anti-aging consumer, with similar department-store and drugstore distribution.
Broad incumbents
- L'Oréal Paris: L'Oréal Paris is the global mass-market beauty incumbent with broad anti-aging, hydration, and skincare sub-brands (Revitalift, Hydra Genius). It competes with No7 across most mass channels globally and out-invests on marketing, but is much broader than the peptide-driven franchise No7 is known for.
- Estée Lauder: Estée Lauder Companies is a global prestige beauty conglomerate with broad anti-aging and clinical-skincare franchises (Estée Lauder, Clinique, The Ordinary). It overlaps with No7 on peptide/anti-aging skincare but with a more premium positioning and global retail footprint.
Emerging players
- The Ordinary (DECIEM): The Ordinary, owned by Estée Lauder, is an ingredient-led, low-price skincare brand that has reshaped the affordable-serum category. It overlaps with No7's serums and peptide positioning at lower price points and competes for the same younger, ingredient-savvy consumer in D2C channels.
Others
- Boots Ingredients / Boots own-label skincare: Boots' own-label skincare ranges (e.g., Boots Ingredients) are internal substitutes sold on the same Boots shelves as No7 at lower price points. They represent both No7's most important distribution partner and a direct competitor for the value-conscious Boots customer, creating both opportunity and risk.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
No7 social profiles
Digital presenceNo7 compliance and trust
Trust signalCompliance3 records
No7 financial estimates
Financial estimateRevenue estimate
Valuation estimate
No7 leadership team
Management profileNumber of profiles
Profiles6 records
No7 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
No7 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about No7
What does No7 do?
No7 sells an extensive portfolio of branded skincare and cosmetics products — including serums, moisturizers, cleansers, eye creams, SPFs, sheet masks, and makeup — distributed across multiple sub-brands such as Future Renew, Restore & Renew, Protect & Perfect, Good Intent, Menopause Skincare, and Pro Artist. The brand combines proprietary peptide-based formulations (Matrixyl 3000+, Pepticology) with affordable pricing and is sold through Boots retail stores, Boots.com, and us.no7beauty.com. A Subscribe & Save subscription program (25–30% savings) and myNo7 Rewards loyalty program drive recurring revenue.
Is No7 a public or private company?
No7 is a private company. It is classified as corporate owned and is currently operating.
When was No7 founded?
No7 was founded in 1935. It employs 51 to 100 people.
Where is No7 based?
No7 is headquartered in New York, United States, in the North America region.
How does No7 make money?
Three revenue lines are on record. Physical and Digital Product Sales are the primary driver. The others are subscribe & Save Program and gift Sets and Bundles.
Who are No7's main competitors?
Direct peers on record are Olay, CeraVe, Simple Skincare, La Roche-Posay and Elizabeth Arden. Broad incumbents are L'Oréal Paris and Estée Lauder. The Ordinary (DECIEM) is listed as an emerging player. Boots Ingredients / Boots own-label skincare is listed as an others.
Does No7 have an API?
No public API is recorded for No7.
What industry is No7 in?
No7's product category is Skincare and Cosmetics. Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its NAICS code is 45612 and its SIC code is 2844.