Superdrug celebrated a milestone £20m investment in its own-brand product innovation with a two-day pop-up in June.
The Superswaps activation, which took place between 20 June and 21 June 2025 at Cavendish Square, London, called out the overpricing of beauty products.
It also encouraged “savvy product swaps that do not compromise on quality”.
The British budget beauty retailer has invested more than £20m in developing its own-brand beauty and skin care ranges over the past five years.
“At a time when shoppers are more knowledgeable and price-conscious than ever before, we are inviting beauty lovers to come and explore the latest trending collections that deliver on quality, ingredients and performance, but without the premium price point,” said Simon Comins, Chief Commercial Officer at Superdrug.
“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.”
Visitors were able to explore Superdrug’s own-brand range across skin care, cosmetics, fragrance and personal care, including Me+, B., Artiscent and Studio London.
Jamie Archer, Own Brand Director at Superdrug, added: “Our customers do their research, follow beauty experts on socials, and know exactly what ingredients to look for.
“From hyaluronic acid to niacinamide, they are seeking high-quality formulations that deliver real results.
“We believe looking and feeling good should not come with a hefty price tag, and we are proud to offer affordable alternatives that are accessible for everyone.”
Following the pop-up event, Superdrug has also announced 30 new Beauty Playground retail experiences across the UK.
Launching first in the retailer’s flagship store in London shopping destination Westfield Stratford, the activation will become a permanent feature in 30 Superdrug stores.
This includes shopping centres Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids.
The Beauty Playground’s act as a “hub of beauty discovery”, featuring ‘Try Me Tables’ where customers can play, test and experiment with the latest products.
Interactive fixtures displaying new and exclusive brands for customer discovery and trial, as well as social media stations, also feature.
Comins added: “The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer.
“With Beauty Playground, we are reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs.”