No 17, which includes cosmetics and bodycare, will be overhauled in August to make it more contemporary. Changes are likely to include redesigned packaging and extensions to the range.
Boots chief executive Richard Baker said the development of own-label lines was central to the retailer's plans. His aim is for Boots to be seen as a health and beauty expert.
The initiative comes as Boots faces a growing challenge to this core part of its business. Last week Asda announced a £7m plan to revamp its health and beauty offering. In addition, Superdrug said it intended to spend £75m opening about 40 stores.
The overhaul of No 17 will be backed by in-store marketing and potentially an advertising campaign. It follows the revamp of Boots' premium No 7 range earlier this year, backed by a £5m campaign through Mother.
Boots also plans to continue its store redevelopment programme. Last month the chain launched a flagship outlet on London's Oxford Street, and it has further expansion ambitions.
Last week the retailer announced an 11% decline in annual profits, despite a 2.4% increase in sales. Baker has admitted there will be no immediate turnaround for the chain.
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