Urban Decay launches at Superdrug

Cosmetics brand Urban Decay has announced its launch at Superdrug, as the health and beauty retailer looks to strengthen its premium beauty portfolio.

Urban Decay is one of seven new premium brands launching at Superdrug, including YSL, Prada, Giorgio Armani, Valentino, Viktor & Rolf and Narciso Rodriquez fragrances.

The brand, which first launched in 1996, is inspired by its southern Californian heritage. The expansion sees Urban Decay launch online and in-selected Superdrug stores, with products including its bestselling All Nighter Setting Spray, Eyeshadow Primer Potion and selection of Naked Eyeshadow Palettes.

Megan Potter, Trading Director at Superdrug, said: “We are excited to launch Urban Decay’s amazing collection of cosmetics to our customers. 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.”

Sarah Harvey, L’Oréal Luxe Senior Trade Activation Manager, said: “We are thrilled to see Urban Decay launch in Superdrug and are excited to share our iconic, high-performance long-lasting formulas with their customers.”

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.

Listen to TheIndustry.beauty's podcast with Superdrug's Chief Commercial Officer, Simon Comins.