Superdrug celebrates £20 million investment in own-brand innovation through SuperSwaps pop-up

Superdrug has launched an immersive own-brand pop-up called SuperSwaps to celebrate a landmark £20 million investment in its own-brand innovation over the last five years.

Running in London’s Cavendish Square from 20 to 21 June, the event gives shoppers the chance to save over £500 on a typical basket of ten products by swapping premium beauty buys for Superdrug’s own-brand alternatives, which the retailer says are clinically proven and backed by user reviews to work just as well.

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.”

Customers will be able to explore 40 Superdrug own-brand products such as Me+, B., Artiscent and Studio London.