Superdrug is claiming to have become the number one retailer of cosmetics in the UK mass market after its share hit 40.5% in February – its highest in 10 years.
To mark the milestone, the health & beauty chain has announced a price freeze across over 5,000 makeup products. Starting this week, brands such as Rimmel, E.L.F, Maybeline and its own-brand Studio London will remain at the same price until the Summer.
Superdrug’s growth in market share comes after Studio London, which launched in 2023, became its fastest-growing own-brand range ever.
“We are thrilled to become the number one retailer for cosmetics,” said Superdrug’s Trading Director, Megan Potter.
“Our commitment to offering great quality and affordability to our customers is at the heart of everything that we do. As a leading health and beauty retailer, we pride ourselves on putting our customers first, and we’re committed to making cosmetics more affordable for our shoppers and supporting them with the rising cost of living.”
NAM Implications:
- How did your Superdrug business compare?
- Patently, securing your fair share of investment and sales is a priority…
