Superdrug is searching for the next big wellbeing brand by allowing health product suppliers to pitch their wares directly to the retailer.

The health and beauty retailer is running its second annual open house event, allowing upcoming health and wellbeing suppliers to pitch their products directly to Superdrug’s senior buying team.

The contest will run on May 12 and was described by a spokesman for the retailer as “an informal, Dragons’ Den-style pitching environment”.

Last year Superdrug launched fitness brand Pineapple after the supplier pitched its product to the retailer’s senior buying and healthcare communications teams respectively.

This year, the retailer is focusing on wellbeing brands with products in the super-food, protein and beauty vitamin categories.

Superdrug’s healthcare director Michael Henry said: “Open House is a unique opportunity for suppliers to meet with our healthcare team and pitch their products to launch with Superdrug in stores and online.

“Supporting new and innovative talent in health and wellbeing is something we are committed to, ensuring that we are continually growing our product offering to stay relevant to our customers.”

It’s not the first time that Superdrug has looked for outside inspiration, having launched a beauty line with YouTube vlogger Zoella in 2014.