Health and beauty retailer Superdrug has the official opening of its newest store at Westfield London, White City, marking a significant milestone in the retailer’s continued investment in its bricks-and-mortar estate, creating 70 permanent new jobs. The new 9,100 sq. ft. store has been designed as a state-of-the-art destination for health, beauty, and wellbeing, and forms part of Superdrug’s wider growth strategy, which includes the launch of 25 new stores across the UK in 2025.
To celebrate the launch, television personality Ekin Su officially cut the ribbon and welcomed customers into the new space. Adding to the sense of occasion, a striking pink Superdrug bus was parked near the shopping centre’s entrance, creating a focal point in Shepherd’s Bush and quite literally ‘Painting White City Pink’ while generating significant excitement among shoppers and passers-by.
The new store has been created to deliver an elevated retail experience, combining a comprehensive product offering with professional beauty and healthcare services. Customers will be able to explore a large international skincare range and discover the retailer’s largest-ever stand for its exclusive cosmetics brand, Troublemaker. It also features Superdrug’s own-brand cosmetics range, Studio London, as well as other best-selling ranges such as B. Skin, Me+, Vitamin E, and Optimum.
Adding to the in-store experience is a dedicated Beauty Studio, where shoppers can access professional treatments at affordable prices including brow, nail and piercing services. In addition, the store is home to a new nurse-led aesthetic clinic, offering treatments from travel vaccinations through to Botox. In addition, shoppers can access a premium fragrance counter and benefit from the latest in-store technology, including digital screens that have the power to transform the store into a high-value advertising platform, enabling Superdrug suppliers to target the right customer, with the right advert, at the right time.
The Westfield White City opening makes it one of 30 Superdrug destinations nationwide to feature the innovative Beauty Playground concept, which is redefining the in-store experience for customers. First introduced at Westfield Stratford earlier this year, Beauty Playground has been rolling out to top Superdrug locations across the UK. Positioned as a hub for beauty discovery, it enables customers to test and trial the latest products, interact with new and exclusive brands, and receive expert guidance from trained brand ambassadors. The concept also incorporates content creation spaces, including social stations with ring lights, allowing shoppers to capture and share their experiences in-store.
Shoppers will have the chance to sign up for Superdrug’s Health & Beautycard and VIP Rewards to collect points to redeem on future purchases, with exclusive offers available for cardholders, including lower member prices, bonus point offers, birthday treats, and the option to pay with points.
Superdrug CEO, Peter Macnab, said: “We’re incredibly proud to open our new Superdrug store at Westfield London, White City, in true Superdrug style. With this larger space, we’ve challenged ourselves to create an immersive destination for today’s beauty customer, whilst always providing great value and accessibility. Our new Westfield store combines engaging customer experiences with exciting career opportunities, creating 70 new jobs, further supporting the local economy. We look forward to welcoming both local shoppers and visitors to discover everything the new store has to offer.”
Address:
Superdrug
3052A
Westfield
White City
W12 7GF
Opening hours:
Monday to Sunday: 09:00 – 22:00
