Pure Beauty

Superdrug Marketplace presents new opportunity for beauty start-ups

By Becky Bargh | Published: 29-Mar-2022

Pure play beauty retailer is on the hunt for premium and emerging brands to stock via its new site, while a shift towards the wellness category is under way

Superdrug, one of Britain’s biggest pure play beauty sellers, has introduced its first-ever Marketplace shopping destination.

Targeted at start-ups, as well as premium brands, the new site gives brands without the capital for a national listing the chance to partner get stocked at Superdrug.

The new space is expected to be integrated into the superdrug.com e-commerce site from September.

Superdrug has now begun its hunt for partners.

Brands, however, must align with Superdrug’s values, with particular focus on black-owned beauty brands, female founders and gender-neutral beauty skus.

“The Superdrug Marketplace will be a vital step for our business as we look to strengthen further our role in health and beauty retail and start to build into new associated categories,” said Superdrug’s Customer, Marketing and Online Director, Matt Walburn.

This will see Superdrug steer further into the wellness space.

As a result, the company could choose to stock products including wearables and health testing.

“We’ve been looking at ways to bring innovative and growing brands into our business more quickly and in the appropriate way to test consumer reaction,” added Walburn.

“This is a crucial next step in bolstering our online and offline strategy, marketplace inventory will eventually be available to purchase virtually in-store, as well as online.

“This launch will make a listing with Superdrug now possible for more up-and-coming brands and give our customers a wider range to enjoy, from luxury to trending beauty and wellness hacks.”

You may also like