Demand for natural hair care surges at Superdrug

A.S. Watson retailer increases offering of natural products by 70%

  • A.S. Watson retailer sets up dedicated natural hair care microsite

  • High demand for free-from products prompts Superdrug to stock more than 90 natural hair care skus

  • Hair O, Shea Moisture, Faith in Nature, Trilogy and Badger are among brands being sold online

Consumers are increasingly looking for free-from products

Superdrug has expanded its natural hair care offering, after experiencing heightened demand on its website.

As consumers look for products free from sulphates and parabens, and low on other toxins, they are increasingly looking for options with natural origins.

It is no surprise that natural hair care has become a huge trend over the past two years

Megan Potter, Head of Beauty at Superdrug

The A.S. Watson retailer has gone live with a dedicated landing page on superdrug.com with more than 90 natural hair care products, expanding its product selection in natural hair care by 70%.

Among the brands now offered on the microsite are: Hair O, Shea Moisture, Faith in Nature, Trilogy and Badger.

Meanwhile, a selection of Superdrug’s own-brand products are available including its Coconut Water Shampoo and Conditioner.

Megan Potter, Head of Beauty at Superdrug, said: ‘‘People are increasingly becoming more conscious and aware of the ingredients in their hair care – the same way they are with skin care. 

Customers want to know the products they are buying are natural and don’t contain chemical or harmful ingredients. It is no surprise that natural hair care has become a huge trend over the past two years and we’re delighted to offer such a great selection to naturalistas.”

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