Pure Beauty

Superdrug reports ‘strong’ Christmas trading boosted by own-brand growth

By Amanda Pauley | Published: 16-Jan-2024

Sales in the retailer’s own brand products soared 10%, with make-up line Studio London the standout star

Superdrug has delivered a “strong” Christmas trading period, with total sales up 9.2% in the four weeks to 30 December 2023.  

A sales surge in own-brand products is a key reason behind the UK health and beauty retailer’s growth, with purchases up 10% year-on-year.  

Superdrug’s affordable make-up line Studio London is its fastest growing range, achieving 9.1% volume growth in December.

The brand’s eight-piece brush set was Superdrug’s number-one selling product across all own-brand sales for the festive period.

Three own-brand Superdrug gift sets were sold every second during the peak trading weeks, driven by member-only deals. 

“We understand the pressures customers are currently facing and are committed to supporting them and offering the very best in accessible health and beauty,” said Superdrug CEO Peter Macnab. 

“The strong sales growth in own-brand really demonstrates that customers are seeking quality products from a brand that they can trust at an affordable price.”

Studio London has also helped Superdrug achieve 20% year-on-year category growth in cosmetics. 

The retailer now holds a 40% share in the UK mass cosmetics market – the highest market share it has held in ten years.

Increased investment in the company’s pop-up treatment space Beauty Studio has also boosted revenue. 

Studio London is Superdrug's best-selling own-brand

Studio London is Superdrug's best-selling own-brand

Beauty Studio recorded one of its biggest sales months in December, with revenue soaring 20% vs the same period last year.

Piercing is the company’s most popular beauty service, with sales up 54% in December compared to the previous year. 

This has solidified Superdrug’s position as the number-one retailer for piercing on the high street. 

Perfume was another key driver for the successful Christmas period, with three fragrance sets sold every minute. 

The bestsellers were gift sets by Ariana Grande, Versace Eros Flame and CK Euphoria.  

Oral care also contributed to the growth, with Superdrug’s ProCare Water Flosser selling out online and in-store numerous times during the Black Friday sales period.

Superdrug’s app sales were up 74% year-on-year during the golden quarter thanks to the launch of its VIP Rewards scheme. 

The programme rewards the Health & Beautycard members for spending with the company, as well as offering an array of discounts. 

“Our continued investment into expanding the store estate and digital services, as well as in innovation, remain imperative,” explained Macnab.

“[This] has helped contribute to an increase in sales throughout the December period.”

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