By Helen Cowie, Centre Director, Eldon Square
Health, wellness and beauty (HWB) is no longer an emerging trend, it is one of the most influential forces shaping modern retail. At Eldon Square, we are seeing first-hand how this category is evolving from a traditional retail offer into a lifestyle, as consumers increasingly embed self-care into their everyday routines. For retail partners, brands and investors, the message is clear: HWB is a resilient growth engine delivering long-term commercial value.
The strength of the category is reflected in the numbers. Over the past year alone, Eldon Square has recorded a 7.4% year-on-year increase in HWB spend.1, with Gen Z and Millennial shoppers driving this behavioural shift. These audiences are not only spending more on beauty and wellness, but they are also engaging more deeply by researching ingredients, prioritising wellness and seeking brands that align with their lifestyles and values. This is creating sustained demand, higher frequency visits and stronger customer loyalty across the category.
This momentum is translating directly into retail performance. Leading names such as Sephora, Boots, Rituals, Lush, Molton Brown, John Lewis & Partners, Fenwick,Pureseoul, KIKO Milano and The Body Shop continue to drive growth within Eldon Square’s HWB offer. Their success lies in delivering more than products – they provide expertise, personalisation and an immersive brand experience. From skincare consultations at Sephora and Boots, to multi-sensory retail experiences with Rituals and Lush, and premium beauty services through Fenwick and John Lewis & Partners, the HWB sector is redefining customer expectations and strengthening destination appeal.
To further harness this growth, Eldon Square is offering its visitors a dedicated Health, Wellness and Beauty Weekend from Saturday 28th February to Sunday 1st March. Designed to drive both engagement and commercial performance, the activation will feature three immersive experience zones where visitors can interact directly with brands. Highlights include Pilates sessions with Lululemon, skincare showcases from Elemis, fragrance discovery with Molton Brown, and interactive beauty experiences outside Sephora and Fenwick. Early visitors will receive curated goodie bags featuring products from Sephora, Boots, John Lewis & Partners, Fenwick and Rituals, alongside wellness experiences from local partners. Crucially, these experiential activations are proven to increase footfall, extend dwell time and support in-store conversion, demonstrating the measurable business impact of the HWB sector.
For landlords, operators and retail brands, the continued rise of health, wellness and beauty presents a significant opportunity. The sector is culturally relevant, commercially strong and aligned with long-term consumer behaviour. Younger audiences are actively investing in wellness and expect retail destinations to support that lifestyle, which creates sustained growth potential for brands positioned within the sector.
At Eldon Square, we remain committed to supporting our brand partners, investing in experiential retail and evolving our offer to meet this demand. Health, wellness and beauty is not simply growing it is reshaping retail, and Eldon Square is proud to be leading that transformation.