Superdrug adds more prestige brands as beauty sales rise strongly

By

Nigel TAYLOR

Published
Jul 27, 2022

Superdrug is upping its high-end beauty credentials. The high-street beauty giant has added seven new premium brands and 102 product lines to its retail portfolio, “reinforcing plans to further build market share through its premium beauty strategy”.

And more beauty brands are set to be added throughout the year, it noted, “marking another step in the brand’s commitment to delivering high-quality, on-trend, accessible beauty”.

The latest move follows a strong beauty performance for Superdrug over the year-to-date, growing its fragrance and cosmetics sales by 39% year-on-year.

The big-name newcomers for the retailer include YSL, Viktor & Rolf, Prada, Giorgio Armani, Valentino and Narciso Rodriquez fragrance brands, alongside American cosmetics brand Urban Decay. 

The upscale additions “demonstrate Superdrug’s response to the shifting retail landscape, offering its customers beauty choices for every budget”, the retailer added. 

It also said the new category offerings will be supported with “genderless” in-store fixtures while all stores carrying the new premium brands will feature a team of highly-trained experts “to inspire and educate customers, providing a seamless luxury experience”.