Today, leading health and beauty retailer, Superdrug, is proud to announce the appointment of award-winning British beauty journalist, broadcaster, and diversity advocate Ateh Jewel as its first-ever Coils, Curls & Waves (CCW) Creative Consultant in a long-term strategic role.
As part of Superdrug’s ongoing commitment to championing diversity and celebrating all hair textures, this appointment builds on our work to expand our textured haircare offering across the business.
In her new role, Ateh will work closely with Superdrug to advise on the textured hair category, helping to identify new brands and products for both in-store and online. With over two decades of experience, Ateh will bring her expertise and creative vision to help strengthen and evolve Superdrug’s CCW strategy.
This partnership will spotlight “Ateh’s Picks”, a curated selection of must-have hair accessories and beauty favourites, designed to empower customers to try her top recommendations. A selection of the products available in-store and online include:
- Superdrug BC&S Castor Hair Oil 100ml | Hair | Superdrug
- Superdrug BC&S Almond Hair Oil 100ml | Hair | Superdrug
- Cantu Avocado Leave-in Conditioning Cream 304g | Hair | Superdrug
- Creme of Nature Argan Oil Sulphate-Free Moisture Shine Shampoo 355ml | Superdrug
Ateh Jewel says: “Hair is so much more than just hair, it’s identity, culture, and self-expression. I’m thrilled to be working with Superdrug again to showcase their amazing products, brands, and tools available for coils, curls, and waves. This partnership is about representation, empowerment, and making sure everyone feels celebrated.”
Simon Comins, COO at Superdrug, adds: We’re incredibly excited to work with Ateh again. Her expertise and passion make her the perfect partner. Together, we have the opportunity to elevate our textured hair offering and ensure we’re delivering real choice for all hair types, helping our customers look and feel their best.”
With Ateh’s insight and expertise, Superdrug will continue to grow its textured haircare offering, ensuring that customers of all generations can find products that work for them, whether they’re looking for everyday essentials or the latest beauty innovations. Make sure you check out the full range in-store and online.
