Superdrug Partners With Operation Smile To Launch New Charity Initiative Supporting Children With Cleft Conditions

Today, health and beauty retailer, Superdrug is proud to announce a new fundraising initiative supporting children with cleft conditions. The initiative is part of AS Watson's Corporate Charity partnership with Operation Smile, a global, family-led organisation providing world-class cleft care in 37 countries.

This announcement marks the beginning of Operation Smile’s collaboration with Pennies, a micro-donation platform that allows Superdrug customers to easily ‘tap and donate’ at checkout while purchasing their beauty and skincare essentials. This partnership makes it easier than ever for customers to contribute to this worthy cause. By simply rounding up their total to the nearest pound, shoppers can help fund critical work carried out by Operation Smile volunteers.

Additionally, in celebration of the launch, Superdrug is partnering with Procter & Gamble, who will together contribute 20p to Operation Smile for each Oral B product sold in-store and online during Wednesday 10th September to Tuesday 7th October, with a projected fundraising total of £50,000.

Here’s how just a few pounds can make a meaningful difference:

  • £2 can provide a colouring book for a child waiting for life-changing surgery

  • £10 can provide a special feeding bottle to help a child get the vital nutrients they need

  • £15 can help feed a malnourished child, giving them the strength they need for surgery

  • £25 can provide six weeks of nutritional support to help a child get strong enough for surgery

  • £50 can help a child with a cleft speak clearly with vital speech therapy

  • £150 can help provide cleft surgery for a child, offering them a new smile and a new life

  • £500 can help buy essential surgical equipment for a week-long surgical programme

  • £625 can help fund training sessions for their surgical teams on the ground

  • £750 can provide life-changing surgeries for children in desperate need

For example, 7-year-old Dilan from Guatemala was born with a cleft lip that made it difficult for him to eat, speak, and smile with confidence. Thanks to donations raised through Operation Smile, Dilan received safe surgery, giving him the chance to thrive at school and play with friends without social stigma or isolation. Stories like Dilan’s show how even small contributions from Superdrug customers can add up to life-changing outcomes.

Superdrug Trading Director, Megan Potter said: “We are proud to partner with Operation Smile in their mission to transform the lives of children and families affected by cleft conditions. At Superdrug, we believe that every child deserves the chance to smile with confidence and speak with ease. We are committed to supporting this cause not just today, but for the future, as we work together to ensure access to life-changing surgeries and care for those who need it most.”

Mairead O’Callaghan, Executive Director from Operation Smile added: “We are delighted to once again partner with Superdrug, and excited to be involved in the Pennies campaign in the Superdrug stores. This year’s campaign will help provide many more children with essential, life-changing cleft surgery and care. At Operation Smile, we’ve seen firsthand the positive ripple effect that one small act of generosity can make to a child’s life. When we work together, our combined efforts are amplified and this ‘small change’, whether that’s tapping ‘yes’ to add a micro donation at the checkout or choosing to buy an Oral B product. It can make a really big difference to children with cleft conditions worldwide.”

This partnership forms part of Superdrug’s continued commitment to supporting children in need, helping them to feel confident, celebrated and valued, allowing them to continue to champion these all-important causes.

Natalia Kulak