Superdrug expands premium beauty offering

Superdrug has added seven new premium brands to its fragrance and makeup portfolio, boosting the brand's premium beauty offering and providing consumers with beauty choices for every budget.

New brands added include YSL, Prada, Giorgio Armani, Valentino, Viktor & Rolf and Narciso Rodriquez fragrances.

The new category offerings will be supported with genderless in-store fixtures. The expansion takes Superdrug’s total fragrance and beauty portfolio to 54 and 29 respectively, with additional beauty brands to follow throughout the year.

Megan Potter, Trading Director at Superdrug said: “We’re incredibly excited about the new acquisitions. As an accessible retailer, offering our customers the right combination of value and quality is crucial for us, and we are delighted to be able to offer our customers a full shopping experience that aligns with their wants and needs. Whether they are looking for premium, own brand or ethical beauty, we have something for everyone.”

The news comes after Superdrug signed over 200 brands for the upcoming launch of its new online marketplace. The new platform, called Superdrug Marketplace, will be integrated into the retailer's existing website and feature a wide selection of brands from premium to start-ups.