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Superdrug targets vegan market with new cosmetics launch

Superdrug is targeting the vegan market with the relaunch of its premium beauty brand B. Makeup.


Superdrug targets vegan market with new cosmetics launch

Superdrug is targeting the vegan market with the relaunch of its premium beauty brand B. Makeup.

Originally launched in 2013 with the mission to offer vegan, cruelty free beauty and grooming products at an accessible price, the collection now comprises skincare products for different skin phases, men’s grooming products and a full complement of beauty accessories and makeup brushes.

This includes over 130 products with prices starting at £4.99 for a Lip Liner rising to £10.99 for a Dual Ended Mascara. The collection has been developed with the input of celebrity makeup artist Cassie Lomas, who has also designed a B. Makeup capsule collection to celebrate the launch.

Simon Comins, Superdrug commercial director, said: “All our own brand beauty, toiletries and household products are accredited by Cruelty Free International as we know this is important to our customers.

“Sales of vegan beauty products continue to rise as more and more people look for products which are guaranteed to be animal free, for ethical or religious reasons.

“Some people may be surprised that there is a death of vegan makeup brands on the high street. The truth is that animal derived ingredients are generally in so many makeup products and it’s not easy to create high quality cosmetics without compromise.

“We’ve worked for almost two years on the new B. Makeup collection to create a range which delivers the latest formulas and shades, while remaining totally vegan.”

B. Makeup will be available online at and in selected stores from 31 May.

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