Superdrug extends product offering with INC.redible deal

Thea Green founded the brand two years ago after establishing its sister brand Nails Inc more than 15 years ago

INC.redible, the sister brand of Nails Inc, has inked a retail deal with Superdrug.

The brand was founded by businesswoman and former Tatler editor Thea Green two years ago, after she established Nails Inc more than 15 years ago, at the age of 23.

Joining its sister brand at 50 stores will be INC.redible’s Lid Stick Eye Power Pigment, Rollerbaby Rollerball Gloss, You Glow Girl Body Blur, You Glow Girl Jelly Highlighter, Crystal Ball Rollergloss, Crystal Ball Rollergloss and Bounce Blush (from £8).

Commenting on the brand’s new deal Green said: “We are so thrilled to bring INC.redible to its new home on the high street, where shoppers will be able to enjoy our collection of innovative beauty, skin care and body products all at accessible price points.”

Simon Comins, Superdrug’s Commercial Director added: “Superdrug loves being able to bring our customers the very best exciting new beauty brands and the addition of INC.redible is one we’ve been looking forward to sharing, particularly given its strong British heritage.”

Earlier this year, Superdrug announced plans to open 70 new Brow and Lash Bars expected in 2020.

It also reported a 15% increase in its online sales in 2018.

Speaking to Cosmetics Business, Superdrug’s Skincare Buyer, Hannah Tyler, said she would like to . . .

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