Beauty lovers encouraged to save hundreds of pounds by making simple product swaps that take advantage of Superdrug’s £20 million investment in high-performance, own-brand product innovation
Leading accessible health and beauty retailer Superdrug is proud to unveil ‘SuperSwaps’ – an immersive and memorable pop-up shopping experience that calls out overpriced beauty products and encourages savvy product swaps that don’t compromise on quality.
Taking place from 20th – 21st June 2025 at 28 Cavendish Square, London, this two-day event promises to show Superdrug as ‘you’ve never seen it before’. ‘SuperSwaps’ will showcase Superdrug’s high-performing own-brand ranges, and reveal why popular, premium beauty products have met their match from more affordable alternatives.
Attendees are invited to experience ‘the luxe life, minus the price’ and will move through a curated shopping experience filled with discovery. Guests will have the opportunity to receive free product samples and win Superdrug Present tickets, learn from experts, snap selfies against unique photo backdrops, and receive a goody bag worth £25 (when you buy three or more products).
Across four key departments - Skincare, Cosmetics, Fragrance, and Toiletries - shoppers will explore exceptional quality product ranges from Superdrug’s own-brand favourites, including Me+, B., Artiscent and Studio London. With premium formulations, trending ingredients, and expert-backed results, every product on show has been developed to rival the best in category.
Simon Comins, Chief Commercial Officer at Superdrug said: “At a time when shoppers are more knowledgeable and price-conscious than ever before, we’re inviting beauty lovers to come and explore the latest trending collections that deliver on quality, ingredients and performance, but without the premium price point. We’re appealing to the next generation of informed and savvy shoppers.”
“The launch of SuperSwaps reflects our ongoing commitment to redefining value in beauty retail and giving our customers incredible own-brand products. We can see that consumers want real results, smart formulas, and products that align with their lifestyle and values. That’s exactly what our own-brand innovation delivers”.
Jamie Archer, Own Brand Director at Superdrug agrees: “Our customers do their research, follow beauty experts on socials, and know exactly what ingredients to look for. From hyaluronic acid to niacinamide, they’re seeking high-quality formulations that deliver real results.
“Our message to them is simple, ‘spend less and expect more’. We believe looking and feeling good shouldn’t come with a hefty price tag, and we’re proud to offer affordable alternatives that are accessible for everyone. We’re challenging the status quo and repositioning affordable beauty as a smart, confident choice.”
In the past five years alone, Superdrug has invested £20 million in developing and perfecting its own-brand high-performing beauty and skincare ranges, using quality ingredients that offer shoppers more for less. Join us at SuperSwaps and discover how much you could save by making easy product switches.
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