Superdrug launches 30 ‘revolutionary’ beauty playgrounds across the UK

Superdrug is reimagining the beauty retail experience with the launch of 30 permanent ‘Beauty Playground’ spaces across the UK, designed to offer shoppers immersive and interactive beauty experiences.

The first Beauty Playground officially opens today at Superdrug’s flagship Westfield Stratford location, with 29 more to follow by August 2025. Prime locations include Manchester Trafford Centre, Glasgow Braehead and Cardiff St David’s.

With the initiative, Superdrug is building on its ‘Beauty is our Duty’ mission by going beyond traditional shopping to create spaces for discovery, education and play. The concept supports its O+O (Offline plus Online) strategy, aiming to deliver a seamless omnichannel experiences.

At the Beauty Playgrounds, shoppers can expect to discover ‘Try Me Tables’ for hands-on product testing and experimentation, interactive fixtures showcasing new and exclusive brands, social stations with ring lights for content creation and brand ambassadors offering personalised guidance and live demonstrations.

The retailer has partnered with several new and exclusive brands to bring the concept to life, including mood-bosting fragrance and bodycare brand Daise as well as the award-winning natural skin and haircare line Delhicious, and the Korean-inspired viral brand Smuuti.

Simon Comins, Superdrug’s Chief Commercial Officer, said: "The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer.

"With Beauty Playground, we’re reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs.

"But most of all, at Superdrug we believe beauty should be fun, so we can’t wait to welcome customers to their nearest Beauty Playground store, where they can experience and enjoy Superdrug like never before."

Jaimee Lupton, Founder of Daise, added: "Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences.

"We see this as an exciting extension of the in-store experience for the beauty-savvy shopper, and it’s something we’re thrilled to be part of."

This follows the recent news that the retailer is doubling down on its commitment to affordable beauty with a £20 million investment in its own-brand product innovation.

The high street retailer is aiming to replicate what it calls "overpriced" products by delivering premium formulations, trending ingredients and clinically tested results at a fraction of the cost. With savvy consumers increasingly seeking affordable alternatives, Superdrug is positioning its own-brand portfolio as a go-to for quality without compromise.