Superdrug has named beauty journalist, broadcaster and diversity advocate Ateh Jewel as its first-ever Coils, Curls & Waves (CCW) Creative Consultant, in a move designed to strengthen the retailer’s textured hair offering.
The long-term role will see Jewel advise Superdrug on strategy within the textured hair care category, from identifying new brands and products to curating consumer-facing edits.
She will also front Ateh’s Picks – a selection of recommended products and accessories available both in-store and online.
The edit currently includes Superdrug’s own brand BC&S Castor Hair Oil and Almond Hair Oil, alongside textured hair staples such as Cantu’s Avocado Leave-in Conditioning Cream and Creme of Nature’s Argan Oil Sulphate-Free Moisture Shine Shampoo.
Speaking to Cosmetics Business, Jewel shared: "It is a dream come true to be working with Superdrug as they are such game changers and being in them is such a beauty playground.
"I want everyone to be seen and celebrated and centred
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