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Superdrug champions Black-owned businesses with Carol’s Daughter UK launch

Sophie Smith
18 January 2023

Black-founded haircare brand Carol’s Daughter has launched in the UK at Superdrug, strengthening the retailer's desire to provide products for all hair types. 

Founded by Lisa Price, Carol’s Daughter first began by selling natural beauty products at flea markets. Today, the brand is known for its range of haircare products that "repair damaged hair, perfect curls and soothe coils".

With over 23 items on offer, the brand's range of textured and natural haircare products are now available online and in-store at Superdrug. This includes shampoos, conditioners, sprays, creams and an oil.

Carol’s Daughter joins Superdrug's portfolio of black-founded businesses, including Nylah’s Naturals and Afrocenchix. Looking at consumer insights and habits from the last 12 months, Superdrug recently revealed that inclusivity and diversity within the beauty industry will remain a top priority in 2023.

Simon Comins, Chief Commercial Officer of Superdrug, said: “Carol’s Daughter is a truly remarkable brand with an amazing story, we’re so excited to be selling their products to our dedicated customer base and know they’ll love them just as much as we do.

"At Superdrug, we’re passionate about tailoring our offering to consumer needs and expanding our natural haircare brands to be more inclusive. When we first became familiar with the brand, we knew it was one we wanted to work with and we’re thrilled to be launching it exclusively in the UK at Superdrug.”

Listen to's podcast with Superdrug's CCO, Simon Comins. 

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