No7 Beauty Company

What No7 Beauty Company does

No7 Beauty Company is a consumer-led beauty business established in April 2021 as a subsidiary of Walgreens Boots Alliance, consolidating the group's international beauty brand portfolio — No7, Liz Earle Beauty Co., Soap & Glory, Botanics, Sleek MakeUP, YourGoodSkin, and Aromatherapy Associates. The company operates across 16 markets in the UK, Ireland, the US, China, Australia, and Hong Kong, distributing through more than 20,000 retail outlets that include Boots (more than 1,000 stores), Walgreens (more than 16,000 US stores), Target, Walmart, Amazon, and department stores, supported by a global team of approximately 2,900 including 1,600 in-store beauty advisors.

The company's product portfolio centers on science-led skincare, color cosmetics, and body care, with proprietary technology anchored in chronobiology-based skin research conducted in a five-year partnership with the University of Manchester and Professor Qing Jun Meng. This research underpins the Future Renew range, whose patent-pending super peptide blend and lipid delivery mechanism are clinically validated to reverse visible signs of skin damage across 100% of trial participants within 24 weeks. Product line extensions include the Future Renew Night Serum (April 2025), the Peptide Cleanser, and the upcoming Prime Forever range (2026), alongside established franchises such as No7 Protect & Perfect, Lift & Luminate, and Liz Earle Cleanse & Polish.

The business model is wholesale and direct-to-consumer sales of one-time-purchase beauty products priced at a premium-but-accessible mass-market tier (e.g., Future Renew Serums £37.95–£54.95; Liz Earle Cleanse & Polish $39.99–$54.99). Revenue mechanics rely on retail channel partnerships rather than subscription, with a parallel direct-to-consumer layer via brand websites, Boots.com, and the Amazon marketplace. Distribution advantages through Boots and Walgreens — both sister entities under Walgreens Boots Alliance — give No7 dedicated counters, advisor-led consultations, Pro-Derm Scan skin analysis, and Match Made color-matching services that create a defensible mass-market channel position vs. purely digital entrants.

Name

No7 Beauty Company

Legal name

The Boots Company PLC

Website

https://no7company.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

No7 Beauty Company is a Walgreens Boots Alliance subsidiary that operates seven consumer beauty brands including No7, Liz Earle, and Soap & Glory, distributing science-led skincare and color cosmetics through Boots, Walgreens, Amazon, Target, and Walmart across 16 markets globally.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices7 records

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. Skincare Products: Core revenue stream from anti-aging serums, moisturizers, cleansers, and specialized skincare formulations. Flagship products include No7 Protect & Perfect, Future Renew Damage Reversal Serum, and Lift & Luminate range.
2. Cosmetics and Makeup: Color cosmetics including foundations, lip products, mascaras, and eyeliners under No7 and Sleek MakeUP brands.
3. Botanics and Body Care: Plant-based beauty products including body care, bath products under Soap & Glory and Botanics brands.
4. Liz Earle Premium Skincare: Premium cleansing and skincare line including the iconic Cleanse & Polish Hot Cloth Cleanser and Skin Repair/Glow ranges. One bottle of Cleanse & Polish sold every 16 seconds globally.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

No7 Beauty Company is a portfolio of owned beauty brands (No7, Liz Earle Beauty Co., Soap & Glory, Botanics, Sleek MakeUP, YourGoodSkin, Aromatherapy Associates) that develop and sell skincare serums, moisturizers, cleansers, color cosmetics, and body care products. Products are manufactured and sold under proprietary formulations including the patent-pending Future Renew super peptide blend and chronobiology-based ingredients, retailed through Boots, Walgreens, Amazon, Target, Walmart, and department stores globally.

Product overview

No7 Beauty Company is a consumer-led beauty business launched in April 2021 as part of Walgreens Boots Alliance. The company operates five iconic beauty brands: No7 (core skincare/beauty brand since 1935), Liz Earle Beauty Co. (premium botanical skincare), Soap & Glory (affordable body care/makeup), Botanics (plant-based beauty), and Sleek MakeUP (pigmented makeup for all skin tones). The product portfolio centers on science-led skincare with the proprietary super peptide blend technology developed with University of Manchester scientists, featured prominently in the award-winning Future Renew range. Products are sold through retail partners including Boots, Amazon, Walgreens, Target, Walmart, and department stores across 16 markets. The company offers skincare services including Pro-Derm Scan skin analysis and personalized beauty consultations through trained No7 Advisors holding CIBTAC qualifications.

Differentiator

Problem solved

Functional benefit

Brands

• No7: UK's No1 skincare brand, known for anti-aging serums and scientifically advanced formulations. Founded in 1935.
• Liz Earle Beauty Co.
• Soap & Glory
• Botanics
• Sleek MakeUP
• YourGoodSkin
• Aromatherapy Associates

Products and services

• No7 Future Renew Night Serum No7's most scientifically advanced night skincare formulation combining a world-first super peptide blend with Lindera Strychnifolia extract to synchronize with skin's natural circadian repair cycle. Available in 25ml and 50ml sizes.
• No7 Future Renew Range Skincare range featuring No7's patent-pending super peptide blend discovered with University of Manchester scientists, proven to reverse visible signs of skin damage. Includes Serum, Night Serum, Eye Serum, Day Cream SPF40, Night Cream, Damage Protection Defence Shield SPF50, and Peptide Cleanser.
• No7 Lift & Luminate Triple Action Skincare range including Day Cream and Serum that delivers noticeably firmer feeling and visibly smoother looking skin with reduced appearance of wrinkles and more even skin tone.
• No7 Prime Forever Range New skincare range designed to support skin longevity, including SPF Primer and related products.
• No7 Cosmetics Collection Complete makeup collection including Restore and Renew Serum Foundation, HydraLuminous Concealer, Flawless Finish Loose Powder, Lash Extender Fiber Mascara, HydraLuminous Lip Balm, Beautiful Eyebrow Pencils, Stay Perfect Liquid Eyeliner, Stay Perfect Foundation Stick, Matte Powder Blusher, Age Defying Lipstick, and High Shine Lipgloss.
• No7 Menopause Skincare Collection Skincare collection designed to address skin changes related to menopause.
• Liz Earle Beauty Co. UK's #1 premium cleansing and toning skincare brand and pioneer in plant-based scientifically proven skincare for over 30 years, fusing innovation with luxurious textures rooted in phytochemistry. Certified B Corp.
• Liz Earle Cleanse & Polish Hot Cloth Cleanser The world's first naturally active 3-in-1 cleanser that wipes away makeup and gently cleanses with a signature 100% cotton muslin hot cloth. Features eucalyptus, chamomile, and nourishing cocoa butter. Over 150 awards in the UK.
• Liz Earle Skin Repair Range Three creams (light, rich, and night cream) delivering long-lasting 72-hour hydration, powered by plant-based hyaluronic acid along with avocado oil, borage seed oil, echinacea extract, and hops extract.
• Liz Earle Glow Range Liz Earle's most potent brightening range, powered by vitamin C-rich acerola cherry. Includes gel cleanser, exfoliating tonic, and gel moisturizer featuring prickly pear and sea buckthorn.
• Liz Earle Superskin Advanced Advanced skincare line that brightens whilst enhancing feeling of firmness and smoothness. Deeply cleanses, reduces appearance of dark spots, and reduces appearance of fine lines. Features acacia tree extract, linseed seed extract, rosehip oil, pomegranate oil, and cranberry seed oil.
• Soap & Glory Affordable make-up, skincare, bath and body products with fragrance-forward body care, known for bold, fun beauty products.
• Botanics Affordable plant-based beauty products offering natural, botanical skincare formulations accessible to a wide audience.
• Sleek MakeUP Highly pigmented makeup products for all skin tones, known for inclusive beauty products.
• Soap & Glory Fragrance Collection Fragrance-forward body care collection establishing a new era for the Soap & Glory brand.
• No7 Advisor Training Program Award-winning 12-month Skin School programme enabling No7 Advisors to gain CIBTAC qualification recognised across the beauty industry, providing comprehensive training in skin biology, ingredients, and makeup techniques.
• Pro-Derm Scan Dermatologist-grade skin analysis device used by No7 Advisors for personalized skincare consultations, providing advanced skin assessment to help customers find appropriate products.
• Match Made Service Personalized color matching service that helps customers find the right makeup shades for their skin tone and preferences.

Quantifiable outcome

• 100% of women had clinically proven improvement in visible signs of skin damage in 24 weeks using Future Renew Night Serum
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ Distributor · 16 April 2025Marketplace partnership for Liz Earle Beauty return to US market. Curated selection of products launched on Amazon including Cleanse & Polish Hot Cloth Cleanser and Skin Repair, Glow, and Superskin Advanced ranges.
• Elizabeth BanksminorGTM or Marketing Partner · 16 March 2023Actress and filmmaker partnership with TV integration on Jimmy Kimmel Live! where she was seen trying to smuggle No7 products through customs after visiting UK.
• AllBrightminorStrategic or Co-development Partner · 14 October 2022Partnership to 'Change the Face of Menopause at Work' - initiative addressing menopause in workplace and supporting employees through transition.
• Clementine AppminorStrategic or Co-development Partner · 8 September 2022Partnership to provide free mind-skin rituals for menopause, supporting women's wellbeing during menopause transition.
• CIBTACcoreStrategic or Co-development Partner · 7 June 2022Industry training certification partner for No7's award-winning 12-month Skin School programme. No7 Advisors gain CIBTAC qualification recognised across beauty industry.
• British Beauty CouncilcoreStrategic or Co-development Partner · 9 September 2021Industry-first influencer skincare education programme to tackle misinformation in beauty industry. Partnership opened British Beauty Week 2021 and extended No7 availability to Australia and China.
• Walgreens Boots AlliancecoreOthers · 1 January 2021Parent company providing strategic direction, distribution infrastructure, and capital. No7 Beauty Company is part of Walgreens Boots Alliance, operating as dynamic consumer-led beauty business launched April 2021.
• University of ManchestercoreStrategic or Co-development Partner · 1 January 2020Five-year research partnership with world-leading chronobiologist Professor Qing Jun Meng studying circadian rhythms of skin and importance of night-time for skin repair. First-of-its-kind in vivo skin biopsy study identifying circadian genes comparing sun-exposed and sun-protected skin.
• Adam BurrellminorGTM or Marketing PartnerCelebrity Makeup Artist and No7 Cosmetics Global Brand Ambassador. Created makeup looks for Hollywood events including Ava DuVernay at the Oscars 95th Academy Awards.
• Rainforest AllianceminorStrategic or Co-development PartnerCertification body for ethically sourced cocoa butter used in Liz Earle Beauty products. Ensures sustainable and responsible ingredient sourcing.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• L'Oréal: World's largest beauty company with mass (L'Oréal Paris, Garnier), prestige (Lancôme, Kiehl's, CeraVe, SkinCeuticals), and professional divisions. Most direct structural comparable to No7's multi-tier brand portfolio approach.
• Coty Inc. Multi-brand beauty company with consumer beauty (CoverGirl, Max Factor) and prestige (Burberry, Gucci) divisions. Comparable as a portfolio company with mass-prestige balance and similar retailer-channel reliance.
• Puig: Spanish multi-brand beauty conglomerate (Charlotte Tilbury, Byredo, Carolina Herrera fragrances). Comparable structural model to No7 Beauty Company as a multi-brand prestige beauty house with global distribution.
• Estée Lauder Companies: Multi-brand prestige beauty conglomerate owning Estée Lauder, Clinique, La Mer, etc. Comparable to No7 as a science-led skincare portfolio company with global retail distribution, though operating at significantly larger scale.
• Procter & Gamble (Beauty): Mass-prestige beauty portfolio including Olay, SK-II, and Gillette. Comparable to No7 as a science-led mass skincare player with global retailer distribution; both target anti-aging consumers at accessible price points.
• Shiseido: Japanese prestige beauty group with science-led skincare brands (SHISEIDO, Clé de Peau, NARS). Comparable to No7 in emphasizing chronobiology-adjacent R&D and premium positioning, though distributed primarily in Asian and prestige channels.

Direct peers

• Drunk Elephant: Biocompatible skincare brand owned by Shiseido, sold via Sephora. Comparable to No7 and Liz Earle in the science-led, ingredient-credible premium skincare segment targeting educated consumers.
• Charlotte Tilbury: Prestige beauty brand owned by Puig, spanning skincare and color cosmetics. Comparable to No7 Cosmetics and Sleek MakeUP as a multi-category premium beauty brand with celebrity-anchored marketing and strong department store / beauty retailer distribution.
• e.l.f. Beauty: Fast-growing mass beauty company with strong retail (Target, Walmart) and digital presence. Comparable to No7/Liz Earle/Soap & Glory for accessible mass-prestige beauty with strong channel partnerships and rapid product innovation.
• DECIEM (The Ordinary): Science-led skincare brand owned by Estée Lauder, known for ingredient transparency and clinical positioning. Direct comparable to No7 Future Renew's evidence-based, chronobiology-anchored approach to skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/no7beautycompany

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 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 Beauty Company