Superdrug freezes price of over 5,000 cosmetics

Leading health and beauty giant, Superdrug, is now the number one retailer for cosmetics in the UK mass market. To celebrate, the brand has announced a price freeze across thousands of makeup products – as part of the business’s ongoing commitment to support shoppers, through the rising cost of living.

Starting this week, favourites such as Rimmel, E.L.F, Maybeline and Own-Brand Studio London, will remain the same price until Summer 2024.

The announcement comes as Superdrug held 40.5% share of mass market cosmetics in February, its highest market share in 10 years. The accessible retailer recently revealed that own-brand cosmetics range, Studio London, which launched in 2023, became its fastest growing own-brand range ever. This is thanks to trending products such as the award-winning Bronzing Drops and Dewy Setting Spray (selling one every 60 seconds).

Superdrug’s trading director, Megan Potter commented: “We are thrilled to become the number one retailer for cosmetics. Our commitment to offering great quality and affordability to our customers is at the heart of everything that we do. As a leading health and beauty retailer, we pride ourselves on putting our customers first and we’re committed to making cosmetics more affordable for our shoppers and supporting them with the rising cost of living.”

The reduction will come into effect across 5,000 products, remaining in place until Summer ensuring customers can bag bestselling items at their usual cost, with no fear of an increase.

The move follows other recent big price news from the business – as Superdrug recently removed 20%, the equivalent of VAT, on Own-Brand dental range, ProCare, to ensure everyday essentials are affordable for shoppers.

Best selling items and their new, frozen price point include: