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Superdrug sees sales of DIY beauty treatments surge

Sophie Smith
20 June 2022

Superdrug has revealed a growing consumer interest in DIY beauty treatments, with sales across the retailer's haircare and nailcare categories increasing. 

The beauty retailer has seen a surge in hair removal devices, with sales of Superdrug’s Studio Brow Razors up 103% against 2021.

Superdrug's male grooming range has also increased in popularity, with sales of its Men's Hair Trimmer up 87% in the last year.

Purchases of at-home hair tools have increased by 38% against 2019, with hair rollers up 81% against 2021. Superdrug credits this surge to consumers wanting more "laid-back" hair as we enter the warmer months.

Interest in the nailcare category has also risen at Superdrug, with sales up 77% compared to 2021.

Artificial nails have seen a 236% sales increase. Other nailcare products such as nail polish remover have risen by 109% and nail implements by 55% year-on-year, highlighting a growing consumer demand for DIY nail treatments.

34% of shoppers have replaced professional beauty and grooming treatments with DIY alternatives. Superdrug attributes this to consumers wanting to saving time and money, which is supported further by the recent increased cost-of-living crisis.

Jamie Archer, Own Brand Director at Superdrug, said: “From looking at recent sales and how we have seen consumer shopping habits change in recent years, the home salon trend is here to stay.

"It’s been great to see these categories taking off and that the momentum is staying as shoppers look to experiment with beauty and try new treatments and looks. We predict that we will continue to see growth in areas such as hair removal and DIY nails throughout the summer as the cost-of-living crisis continues and we will continue to offer consumers a little bit of everyday luxury at cost effective prices.”

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