The Superdrug Marketplace will showcase hundreds of new premium beauty brands, as well as using its name and credibility to give a platform to black-owned, sustainable and gender-neutral beauty.

The development of the Superdrug Marketplace, seeks to democratise the beauty space for diverse innovators and to remove barriers to entry. It will work with independent creators to bring them to their customers for the first time on a nationwide platform, which is set to launch in September this year.

Superdrug’s focus for the Marketplace will be on brands which align with its customers’ key values, with a particular focus on black-owned brands, building on the brand’s Shades of You commitment to diversity in retail in 2021, as well as female-owned brands, and those which offer gender-neutral beauty products.

“The Superdrug marketplace will be a vital step for our business as we look to strengthen further our role in H&B retail and start to build into new associated categories.  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. This is a crucial next step in bolstering our online and offline strategy; marketplace inventory will eventually be available to purchase virtually instore 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.”

– Matt Walburn, Customer, Marketing and Online Director

Brands will be expected to meet the same high levels of customer experience that Superdrug shoppers are used to, with orders fulfilled through independent brands, salons and third-party retailers. The beauty giant is calling for forward-thinking brands who may have previously dismissed the possibility of a listing to get in touch to discuss featuring on the Marketplace as soon as possible.