Superdrug sales rise as store investment and own-brand value drive growth
Superdrug has reported a 5.2% increase in sales for fiscal year 2025, with profit before tax rising 5.3% to £144.1 million, marking a fifth consecutive year of financial growth for the health and beauty retailer.
The company said growth came across both its stores and online channels despite subdued high street footfall and continued pressure on household budgets. Superdrug credited its own-brand proposition, competitive pricing and promotional activity with keeping customers spending.
Investment in physical retail remained a key growth driver. Superdrug opened 22 new stores during the year, including a 9,581 sq ft site at Westfield White City, its first location on the island of Guernsey, and stores in Leeds Briggate, Bristol Cribbs Causeway and Sheffield Meadowhall. The retailer also refurbished or extended 45 existing stores.
Clare Jennings was appointed Property Director in January 2025 and is leading what the company described as an ambitious estate strategy, with a focus on retail parks through 2026. Superdrug has since announced plans to open 30 more UK stores this year, creating around 600 jobs.
Superdrug said its "Offline plus Online" strategy was a major contributor to the year's results. Beauty Playground, a concept designed to translate social media-driven product discovery into a physical shopping experience, launched first at Westfield Stratford and now operates in 27 of Superdrug's largest destination stores.
The retailer also rolled out 500 digital screens across its estate in April 2025, expanded its online marketplace into fashion in May with more than 60 new brands, including Nike and Crocs, and became the most searched retailer on Just Eat in November, offering 30-minute delivery on more than 8,000 products.
Elsewhere, own-brand ranges helped capture price-sensitive demand. Superdrug launched its "Super Swaps" campaign, tapping into dupe culture by benchmarking its own-brand products against premium alternatives based on customer reviews and potential savings.
New ranges included Optimum Peptide, a science-led skincare line; the teen-focused POP range, developed in partnership with Lexi Hughes; and extensions to its Fruity bodycare collection.
Demand for Superdrug's weight-loss services also grew by almost 300% in the first half of 2025. The retailer invested £1 million in a Healthcare Ambassador programme to train dedicated store colleagues across key healthcare categories and expanded its Online Doctor service with a broader women's health offering covering contraception, HRT and STI testing.
Peter Macnab, CEO of AS Watson Health and Beauty UK & ROI, said: "We are pleased to report another strong year for Superdrug, despite a challenging backdrop for retail in the UK and continued pressure on household budgets.
“Customers are choosing us for great value, trusted advice, exciting brands and everyday affordability, and we will continue to invest in the areas that matter most to them. Our position and ambition are clear – to remain the most- loved destination for accessible health and beauty in the UK.”
The results support an expansion strategy that is now being carried forward through the 2026 store opening programme and continued investment in retail park locations across the UK.
