No7

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.

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

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

• Skincare products
• Anti-aging cosmetics
• Peptide skincare
• Beauty brand
• Anti-wrinkle serums

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Macmillan Cancer SupportcoreStrategic or Co-development PartnerBoots 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

Direct 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

• Facebookfacebook.com/no7beauty
• Instagraminstagram.com/no7beauty
• Pinterestpinterest.com/no7beauty
• TikToktiktok.com/@no7beauty

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about No7