Health and beauty retailer Superdrug has invested £20m into its own-brand innovation and is encouraging shoppers to make smarter choices when shopping for beauty and wellness products.
The high street retailer is calling out what it says are “overpriced beauty products” by bringing together a range of trending, premium ingredients but at a lower price point, which aims to “rival the best in category”.
The past five years have seen Superdrug develop and improve its own-brand range to feature premium ingredients such as hyaluronic acid and niacinamide for shoppers to access quality products for less.
It aims to make beauty more accessible for customers wanting affordable options to high-end products with science-backed results.
Superdrug chief commercial officer Simon Comins said: “At a time when shoppers are more knowledgeable and price-conscious than ever before, we’re inviting beauty lovers to come and explore the latest trending collections that deliver on quality, ingredients and performance, but without the premium price point. We’re appealing to the next generation of informed and savvy shoppers.”
Superdrug own brand director Jamie Archer added: “Our customers do their research, follow beauty experts on socials, and know exactly what ingredients to look for. From hyaluronic acid to niacinamide, they’re seeking high-quality formulations that deliver real results.
“Our message to them is simple, ‘spend less and expect more’. We believe looking and feeling good shouldn’t come with a hefty price tag, and we’re proud to offer affordable alternatives that are accessible for everyone. We’re challenging the status quo and repositioning affordable beauty as a smart, confident choice.”
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