Superdrug Invests £20million Offering Customers Smarter Beauty Swaps

Leading accessible health and beauty retailer Superdrug has today announced a landmark £20 million investment in its own-brand innovation, calling out overpriced beauty products, by delivering premium-formulations, trending ingredients and expert-backed alternatives at exceptional value, that rival the best in category.

Over the past five years, this strategic investment highlights Superdrug’s commitment to developing and perfecting high-performing own-brand beauty and skincare ranges, featuring premium ingredients like hyaluronic acid and niacinamide, offering shoppers more for less without compromising on quality.

As cultural trends shift and social media continues to shape consumer behaviour, Superdrug is leading the way with more accessible beauty solutions for customers seeking affordable alternatives to high-end products that deliver results. Superdrug is proud to be at the forefront of this movement, redefining value in beauty retail through innovative and inclusive skincare, cosmetics, fragrance, and toiletries giving customers the luxe life, without the luxury price tag.

To celebrate this milestone, today Superdrug is launching ‘SuperSwaps’ – an immersive London pop-up. At the event, shoppers can save over £500 on a typical basket of 10 products, by swapping out premium beauty buys for high-performing own-brand alternatives that are proven to work just as well through clinical trials and user reviews. 

Taking place this weekend (20th – 21st June) at 28 Cavendish Square, London, the event promises to show Superdrug as ‘you’ve never seen it before’. With 40 own-brand products to explore including Me+, B., Artiscent and Studio London - customers can discover why premium beauty products have met their match from more affordable alternatives.

Simon Comins, Chief Commercial Officer at Superdrug said: “At a time when shoppers are more knowledgeable and price-conscious than ever before, we’re inviting beauty lovers to come and explore the latest trending collections that deliver on quality, ingredients and performance, but without the premium price point. We’re appealing to the next generation of informed and savvy shoppers.”

“The launch of SuperSwaps reflects our ongoing commitment to redefining value in beauty retail and giving our customers incredible own-brand products. We can see that consumers want real results, smart formulas, and products that align with their lifestyle and values. That’s exactly what our own-brand innovation delivers”.

Jamie Archer, Own Brand Director at Superdrug agrees: “Our customers do their research, follow beauty experts on socials, and know exactly what ingredients to look for. From hyaluronic acid to niacinamide, they’re seeking high-quality formulations that deliver real results.

“Our message to them is simple, ‘spend less and expect more’. We believe looking and feeling good shouldn’t come with a hefty price tag, and we’re proud to offer affordable alternatives that are accessible for everyone. We’re challenging the status quo and repositioning affordable beauty as a smart, confident choice.”

Visit SuperSwaps this weekend to discover how to save £500 on affordable and effective skin and beauty switches.