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Superdrug expands skincare offer following virtual 'live pitch' event

Gaelle Walker
14 June 2021

Superdrug has revealed the first in a series of innovative new beauty brands to join its range, following a virtual Open House live pitch event, designed to unearth fresh and accessibly-priced beauty talent.

Natural, Himalayan-inspired skincare skincare brand Herbal Essentials is the first brand to secure a listing on, after impressing the health and beauty retailer’s senior commercial team at the virtual event, which took place in October.

Superdrug commercial director Simon Comins said: “At Superdrug, we are committed to discovering new and innovative brands and products.

“Following their successful pitch at Superdrug’s Open House LIVE 2020, we are so thrilled that Herbal Essentials is the first brand to have secured an online listing and we are so excited to introduce the brand to our customers.”

Herbal Essentials brand founder Aly Rahimtoola added: “I’m absolutely thrilled for Herbal Essentials to be retailing with Superdrug to offer affordable natural skincare built on a unique Himalayan provenance.

“The fact that we got selected through its Open House activity should give any young brand or entrepreneur hope that large retailers do actually listen to younger, smaller brands, as more often than not major retailers tend to be blinkered in their approach to what’s new and exciting.”

Herbal Essentials is an affordable, high-performance skincare brand powered by mineral-rich Himalayan spring water.

Combined with active botanicals, products in the Herbal Essentials range work to deliver visibly radiant and healthy-looking skin, with clinically proven results.

The brand offers a selection of liquid, gel and cream products, including sheet masks, active toners brightening creams and balm cleansers, with prices starting from £4.

As products are cruelty-free, Vegan Society Certified and made from at least 90% natural origin content. Packaging is also recyclable.

The brand is also available to buy at Feelunique and  Amazon.

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