Superdrug is set to freeze prices on over 5,000 cosmetic products “as part of the business’s ongoing commitment to support shoppers, through the rising cost of living”.


Superdrug’s own-brand beauty range is a huge hit with customers

The health and beauty giant said it will be freezing prices across 5,000 make-up products from brands including Rimmel, elf, Maybelline and its own brand, Studio London, until summer 2024.

Superdrug said it held a 40.5% share in mass-market cosmetics in February – its highest market share in 10 years.

The high street giant also revealed its own-brand cosmetics range, Studio London, which launched in 2023, became its fastest-growing own-brand range ever.

Superdrug trading director Megan Potter said: “We are thrilled to become the number one retailer for cosmetics.

“Our commitment to offering great quality and affordability to our customers is at the heart of everything that we do.

“As a leading health and beauty retailer, we pride ourselves on putting our customers first and we’re committed to making cosmetics more affordable for our shoppers and supporting them with the rising cost of living.”