Image provided by Shahira Allen (@afroglory_), who forms part of the No7 Beauty Company Creator Collective

No7 THE UK’S #1 skincare brand1 REVEALS the revival and global APPETITE for British beauty brands and expertise.

• No7 reveals its iconic products have been flying off the shelves in the US with two day creams sold every minute² 
• On average, women in the US buy from a British beauty brand 24 times a year³
• Still a firm favourite at home, No7 is also the number one skincare brand at Boots⁴
• The brand’s famous line of Age-Defying Day Creams including Protect & Perfect, Lift & Luminate and Restore & Renew continue to be its best-selling products on both sides of the pond⁵
• 196% increase in searches for ‘British Beauty’ in the last quarter as a result of the ‘Platinum Jubilee Effect’⁶

No7, the UK’s No1 skincare brand¹, has supported women’s skin for generations with 87 years of skincare science. Its iconic products sell once every two seconds in the UK⁴. Now, the rest of the world has discovered the products taking pride of place in millions of homes across Britain with two of its iconic day creams flying off the shelves in the US every minute².  

In a first of its kind trans-Atlantic beauty report, it seems that ‘Brit Beauty’ is on its way to a cult-status like the previously loved French Pharmacy and K-Beauty Brands. On average, women in the US buy from a British beauty brand 24 times a year, with 1 in 10 US women describing British beauty as ‘game-changing’³. Two-thirds reported that they would happily buy from a British beauty brand in the future with the impressive scientific innovation and reliable results of products being cited as the two biggest contributing factors³. The survey of 2,000 women in the UK and US respectively also explored the different beauty habits in each market and found that British women spent an average of £130 on beauty and skincare products⁷ per year compared to their North American counterparts at $221 (£182)³.

“Our beauty industry is now worth around £30 billion to the UK economy” adds Millie Kendall O.B.E, CEO of the British Beauty Council. “Global consumers value the craftsmanship and quality of British beauty brands that have a trusted and reputable heritage, something we’ll see continue as we approach the celebration of the Queen’s Platinum Jubilee. It’s fantastic to see brands like No7 trailblaze British Beauty globally with accessible innovations.”

Results of a new instrumental skin hydration study showed No7’s Age Defying Day Creams hydrate better than moisturizers that cost 10x more⁸, something which has wowed skincare shoppers in the US with No7 Restore and Renew Multi Act Day Cream and No7 Lift & Luminate Day Cream performing as the two top selling products in the US⁵. In a side-by-side comparison, No7’s Lift & Luminate Triple Action Day Cream, specifically, hydrated better that the #1 day cream on the market.⁹

No7’s Skincare Expert, Dija Ayodele adds, “The innovation coming out of the UK is fantastic and British brands like No7 are spearheading accessibility and the democratisation of beauty. With the sky rocketing cost of living, it couldn’t be more important for shoppers to find the latest skincare innovations and ingredients in their local retailers at amazing value. The rise of Brit Beauty is also paving the way for smaller independent British brands to be recognised on a global platform. 

No7’s Pro Derm Scan service is the latest scientific innovation from the brand. Founded in 1935, No7 is committed to making premium skincare and cosmetic products inclusive, accessible and affordable for everyone. From initiatives such as its CIBTAC endorsed Skin School training programme for No7 Beauty Advisors, to its industry-leading Creator Collective initiative that aims to tackle misinformation in skincare and cosmetics in the influencer space, No7 continues to lead the way in accessible clinical beauty. 

KEY FINDINGS FROM THE No7 BRIT BEAUTY RESEARCH… 

Source: Kantar Total Market | 52 w/e 26th December 2021 | Boots No.7 Value Share of Mass Female/Unisex Skincare

² Two No7 Day Creams sold every minute in the US. Average sales from all US retailers between 2^nd May 2021 to 30^th April 2022. 

³ Consumer survey data of 2,125 US women commissioned by No7, 6.05.2022-11.05.2022

⁴ Based on Boots sales value data 52 weeks ended 16/04/2022

⁵Based on value of sales from all US retailers between 2^nd May 2021 to 30^th April 2022.

⁶Searches of ‘British Beauty’ according to Google Trends, comparing searches from 27^th February-5^th March 2022 to 8^th May – 14^th May 2022.

⁷ Consumer survey data of 2,025 UK women commissioned by No7, 6.05.2022-11.05.2022

⁸ Based on US Facial Moisturizer IRI unit sales data, 52 week ending Jan 2, 2022

⁹ Based on US Facial Moisturizer IRI unit sales data, 52 week ending Jan 2, 2022

A uniquely effective skin rejuvenating formula developed by No7 the UK’s number one skincare brand1 in collaboration with University of Manchester dermatologists and skin scientists, is set to help millions of women around the world.

Following more than two decades of clinical trials in skin ageing, the team discovered the ‘therapeutic sweet spot’ for delivering retinol, a uniquely effective skin regenerator well recognised scientifically for boosting new surface skin increasing epidermal cell turnover and cell renewal. Retinol has been available since the 1960s, but is often difficult to deliver in a stable and effective form.

The ‘sweet spot’ centres on the discovery that less retinol is more. The breakthrough has led to No7, in collaboration with University of Manchester dermatologists and skin scientists, developing a clinically proven retinol formula, found in the new No7 Advanced Retinol 1.5% Complex Night Concentrate, which supports the natural elastic springs called fibrillin whilst increasing epidermal thickness and surface skin cell renewal.

Dr Mike Bell, No7 skincare scientific advisor, commented: “This is a next generation retinol product and is set to be a game changer for millions of women around the world to who want to transform the appearance of their skin, reducing visible fine lines, wrinkles, and pigmentation, as well as refining pores, and evening out skin tone and texture.”

Before this new research by the No7-Manchester team, and without compelling scientific proof, the beauty market has been driving towards retinol concentrations of 1.0% and above, believing them to drive better performance. However, these high concentrations have a greater potential to cause retinoid dermatitis, which can present as discomfort, redness and skin peeling. This in turn risks greater skin damage on exposure to the sun. In No7’s consumer trials run on a total over 300 women during their retinol development almost a third of women were unable to maintain compliance using a 1% retinol concentration with the majority of these having to stop using the product due to skin reactions. More than 90% showed good tolerance to a 0.3% retinol² as found in the new No7 Advanced Retinol 1.5% Complex Night Concentrate.

Research on human volunteers has shown that the new formula containing just 0.3% retinol in an innovative encapsulated format and alongside soothing bisabolol (in a 1.5% complex), produces clinically proven skin improvements with minimal irritation³ while helping to reduce the appearance of wrinkles and restore radiant skin tone routinely lost with sun exposure and age.

Whilst there are other retinol formulations on the market, its inherent instability as an ingredient means it breaks down easily when exposed to air (or environment), For this reason, the No7 formulation is packaged under nitrogen conditions, with an airtight pump to protect retinol levels and product efficacy. The encapsulation technology is based around a natural polymer called inulin also protects the retinol from degradation.

The new retinol formula includes Matrixyl 3000+, an earlier advance in skin rejuvenation developed and proven by the same team. It is being launched this week (28 May 2020) as No7 Advanced Retinol 1.5% Complex Night Concentrate and will be a major step forward in the availability of truly effective and affordable age-defying skin treatments.

Details of the research⁴ which led to the development of the product will be presented at the Society of Investigative Dermatology (SID) meeting in America by skin specialist Rachel Watson, Professor of Cutaneous Science at The University of Manchester, who is renowned worldwide. It will then be published as a full study in a leading scientific journal.

“There is solid research evidence behind this new product,” said Professor Watson who pioneered accelerated repair skin patch testing in the study of photo-ageing, commonly viewed as the gold standard and long-used in No7 research⁵. This method was used in the development of the new No7 Advanced Retinol 1.5% Complex Night Concentrate and allowed the team to see improvements in epidermal thickness, cell renewal as well as in the natural fibrillin springs, “Improvement in surface cell turnover, general function and barrier function, is in my opinion a cosmetic breakthrough.”

No7 Advanced Retinol 1.5% Complex Night Concentrate, available at Boots.com RRP £34 for 30ml.