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Sainsbury’s strengthens beauty offering with new Serum Bars

Sophie Smith
30 June 2023

Supermarket chain Sainsbury’s is launching new 'Serum Bars' across 106 stores to "make it simpler for customers to pick the right serum for their skincare need". 

The serums, which are a highly concentrated skincare solution designed to provide a variety of benefits, will be organised by ingredient, rather than by brand.

The bars will offer products exclusive to Sainsbury’s, as well as a "wide choice" of premium brands including Q+A, L’Oreal, CeraVe, Olay, Super Facialist and Nip and Fab.


The move was influenced by the popularity of serums at Sainsbury’s, with customers expected to buy enough facial serum to fill five Olympic-sized swimming pools this year alone.

However, the retailer said that customers still remain confused about serums, with only 7% knowing what a facial serum is and how it can benefit your skin.

Amanda Steatham, Director of Health and Beauty at Sainsbury’s said: “Our customers already love to shop facial serums, but struggle to decipher what ingredients will be best for their skincare needs. That’s why we have taken inspiration from Parisian beauty boutiques and brought the serum bar concept into the beauty aisles in our bigger supermarkets. 

“By rolling out to 106 of our larger stores and online, we will have the largest ingredient-led serum bar offer in the UK. Whether you want hydration or anti-ageing from your product, we have laid this out for the first time by skincare benefit rather than by brand – making it easier than ever to shop our extensive serum range.

“We are proud to be leading the way in how customers shop beauty products in supermarkets and hope our customers love it as much as we do.”

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