Holland & Barrett has launched a new wellness app, H&B&Me, designed to support users in making long-term health changes. The platform centres on biological age, using it as a measure to guide personalised recommendations aimed at improving wellbeing.
The app calculates biological age through a model built on 400 million person-years of research, comparing it to a user’s actual age. Based on this assessment, it suggests adjustments across four areas: nutrition, physical activity, sleep, and emotional wellbeing.
H&B&Me offers 21-day programmes created by behaviour change specialists. These focus on developing habits intended to reduce biological age. Users can set goals, track progress, and access expert content. The app includes a digital coach, monthly challenges, and home health test integration. A points and rewards system is also in place, with users earning incentives for completing wellness activities, redeemable at Holland & Barrett.
The platform is part of a broader investment in digital transformation, with the business investing £96.3 million in FY24. This included new technology, online experience upgrades, and improvements to supply chain operations.
Tamara Rajah, CEO of Wellness Solutions and Chief Transformation Officer at Holland & Barrett, said: “We’re living through a societal shift towards prevention, testing and self-care, combined with insufficient public health care provision due to constraints on national health systems, yet with unprecedented interest from consumers in their own wellness. This highlighted an unmet need for an accessible, affordable, engaging preventative wellness solution, which not only tracks wellness, but crucially empowers people to move beyond quick fixes and build healthy habits that lead to lasting improvements in overall wellbeing. This is what we’ve created with H&B&Me, and it sits right at the heart of H&B’s purpose to make health and wellness a way of life for everyone and add quality years to life.”
In a nine-week trial, 87% of users reported improvements in energy, mood, sleep, and diet. After ten days, 90% noted changes in their daily health habits.
Dr John Deanfield, CBE, Professor of Cardiology at UCL and Director of the National Institute for Cardiovascular Outcomes Research, said: “These findings demonstrate the real-world value of H&B&Me in improving key aspects of daily health. By focusing on biological age, H&B&Me is providing individuals with a more meaningful measure of their well-being—and a practical, science-based way to enhance it. This app has the potential to transform preventative health by making it more personal, measurable and achievable for everyone.”
The app was recognised at the Retail Week Awards 2025, where it received the Salesforce Customer Experience Gamechanger Award. Judges noted its cross-disciplinary approach and emphasis on long-term behaviour change.
Tamara Rajah added: “This recent award win is a testament to our long-term vision of making health and wellness a way of life for everyone, reflecting our Group Strategy to focus on science-led customer propositions and deepening customer relationships across a lifetime.”
