Last week, our Head of Sales Emilie traded spreadsheets and marketing plans for something much more valuable—direct conversations with our customers at Holland & Barrett's brand new Experience Store in Cardiff's Queen Street.
After her recent trip to Cosmoprof Worldwide Bologna in Italy, Emilie was keen to get back to grassroots customer interaction, which is at the heart of what we do at Salt of the Earth.
Experiencing the UK's First H&B Experience Store
This isn't just any Holland & Barrett—it's the company's first-ever Experience Store and their largest location to date, spanning an impressive 3,710 square feet. Part of a £70 million investment to transform their retail presence, this flagship store represents a bold new vision for wellness retail in the UK.
Walking into the store, Emilie was struck by the innovative design features, including an "Instagrammable" cushion wall and sleek self-checkout stations. The store's "Wellness Mission" gondola offers tailored product recommendations, creating a more personalised shopping journey for customers seeking natural deodorants and wellness solutions.
What makes this location truly special is the addition of a Wellbeing Studio where customers can participate in activities like yoga and pilates. There's even an H&B&Me pod where visitors can discover their biological age and receive personalised health advice—a far cry from the traditional retail experience!
A Long-Standing Partnership
Our relationship with Holland & Barrett spans over two decades—we've been proudly supplying our natural deodorants to their stores for more than 20 years. This enduring partnership speaks volumes about the trust built between our family-run business and one of the UK's leading health and wellness retailers.
Seeing our products beautifully displayed in this innovative new space was a proud moment for Emilie and our entire team. As Holland & Barrett evolves its retail approach to focus more on community and personalised support, we're delighted to continue growing alongside them.
What Customers Loved About Salt of the Earth Natural Deodorants
During her day of sampling, Emilie noticed particular enthusiasm for our Peony Blossom fragrance. This delicate, floral scent has been winning hearts since its launch, and the Cardiff customers were no exception!
What truly resonated with shoppers, however, was our refillable packaging system. As Emilie explained to curious customers, refilling our sprays can reduce plastic use by up to 65% compared to simply replacing the product each time. In today's climate of increasing environmental awareness, this practical approach to reducing waste clearly struck a chord with the Cardiff crowd.
Sharing Our B Corp News
Emilie was also excited to share our latest achievement with customers—Salt of the Earth is now B Corp certified! This certification recognises businesses that meet high standards of social and environmental performance, transparency, and accountability. For many customers who already appreciate our commitment to natural ingredients and refillable packaging, learning about our B Corp status further reinforced their trust in our brand values.
The Value of Face-to-Face Interaction
"It was really interesting to get away from the spreadsheets and marketing to talk directly to customers," Emilie shared after her day at the store. These conversations provide invaluable insights that simply can't be captured in market research data or sales figures.
As a COSMOS Natural certified brand with approvals from the Vegan Society and Leaping Bunny Programme, we're proud of our credentials—but what matters most is how our products perform for real people in their daily lives. Sample days like this one in Cardiff help us stay connected with what matters to our customers.
Looking Forward
Our independent, family-run business has always valued direct customer feedback as a driver for improving our products. With 57 awards won to date, we remain committed to creating effective natural deodorants that align with our customers' values while meeting the highest standards of certification.
Whether you're in Cardiff or elsewhere in the UK, we'd love to hear about your experiences with Salt of the Earth natural deodorants. What's your favourite fragrance? Have you tried our refill options yet? Let us know in the comments below!
Note: All Salt of the Earth deodorants are made in our UK factory (with the exception of our crystal deodorants) and are COSMOS Natural certified, Leaping Bunny approved, and Vegan Society approved.
