Surcare, the trusted sensitive-skin laundry brand for more than 30 years, has today revealed a bold new redesign as it looks to shake up the category and permanently change the way consumers think about laundry.
Under its new ‘love your laundry, love your skin’ campaign, Surcare is encouraging households across the UK to see laundry not as a functional chore, but as an active part of their daily skincare and wellbeing routine.
The new packaging represents the first stage of a wider rebrand that will be followed by the announcement of Surcare’s first celebrity brand ambassador, a range extension, major new retail listings, and the launch of the brand’s own e-commerce website in due course.
This rebrand also aligns with McBride’s broader transformation strategy. Historically known as a leading own-label manufacturer, McBride is now stepping up investment in the branded space, inspired by the strong performance seen across the category. As part of this shift, the business is investing 350% more year-on-year into the brands it owns, with Surcare at the forefront of this renewed focus.
The overhaul is designed to prompt a shift in consumer mindset. From clothes and towels to bedding and babywear, fabrics touch our skin throughout the day – making laundry a critical yet often overlooked step in caring for our skin. Surcare aims to normalise “skin-friendly laundry” as an everyday choice for all households, not just those managing allergies.
With 31% of shoppers managing sensitive skin and 24% actively seeking kinder-to-skin products, the redesign enables Surcare to reach a broader base of consumers. Beyond those purchasing specifically for allergies, the new look appeals to households prioritising skin health, ingredient transparency and effective cleaning, even at lower temperatures. Every product in the Surcare range is dermatologically approved, reinforcing the brand’s reputation as a safe and reliable choice for the whole family.
“Our redesign is more than just a new look,” says Pavan Chandra, who leads marketing strategy and implementation for Surcare and other McBride-owned brands. “It represents where the brand is headed. We want to reshape the role laundry plays in people’s lives to show that exceptional cleaning performance and skin-kind care can and should go hand in hand.
“Today’s consumer is seeking more than simply a laundry product. They want an experience that aligns with their family’s wellbeing. Skincare is no longer just about moisturisers and skin treatments; it begins with how you care for the fabrics that touch your skin all day long.
“In a category where brands are competing for similar shoppers, Surcare sees a clear opportunity to stand out through genuine care, clarity, and product integrity. By offering consumers kinder-to-skin solutions without compromising on cleaning performance, Surcare brings true incrementality to the category, attracting shoppers with unmet sensitivity needs rather than simply shifting share from existing products.”
Alongside the redesign, Surcare’s owner McBride has established a new dedicated brand team to lead the relaunch and repositioning of Surcare as it scales its presence in the market. The team will be led by Pavan Chandra, who will oversee brand strategy, innovation, and the rollout of new packaging, e-commerce capabilities, and range extensions across retail partners.
The redesigned Surcare range will begin rolling out in stores from January.
