Superdrug has once again proved resilient on the UK high street, as the leading accessible health and beauty retailer reports a 5.2% sales increase for the fiscal year 2025.
In a year where high street footfall was subdued and consumer disposable income under pressure, the retailer achieved robust growth across both its retail stores and online channels. Profit before tax increased to £144.1 million, a rise of 5.3%, primarily driven by the strong sales performance of the period. The retailer’s compelling own- brand proposition, competitive pricing, and targeted promotional activity, continued to resonate with customers, reinforcing Superdrug’s reputation for excellent value and affordability.
Store investment continued to be a key growth driver for the Superdrug business. Across the year, the retailer opened 22 best-in-class new stores, including a 9,581 sqft store in Westfield’s White City, its first store on the island of Guernsey, and sizeable sites in Leeds Briggate, Bristol Cribbs Causeway and Sheffield Meadowhall. Superdrug also invested in the refurbishment and extension of 45 existing sites, ensuring it brings up-to-date shopping environments to customers. In January 2025, the retailer announced the appointment of new Property Director, Clare Jennings, who continues to drive forward an ambitious estate strategy and a strong focus on retail parks into 2026.
The launch of Beauty Playground was one of Superdrug’s most significant strategic moves in 2025. Currently in 27 of its largest destination stores and launched first in Westfield Stratford, the retailer translated online behaviour into a physical retail experience. In a time when beauty discovery is increasingly driven by TikTok, creators and viral brands,
Beauty Playground made stores more interactive, playful and discovery-led, making sure Superdrug remains the place for customers to experience and enjoy the latest beauty trends. The concept was the passion project of Simon Comins, who 38 years into his tenure at Superdrug, was promoted to Chief Operating Officer in July.
Superdrug’s ‘Offline plus Online’ strategy (O+O) also contributed to the retailer’s 2025 financial success. In April Superdrug announced the roll-out of 500 high-tech digital screens across its store estate, bridging the gap between digital discovery and in-store conversion. May saw the retailer expand its online marketplace with a move into fashion and the launch of over 60 new brands, including Nike, Jack & Jones and Crocs. And in November, Superdrug became the most searched retailer on the Just Eat platform, with a partnership that offered fast delivery on over 8,000 products in just 30 minutes.
In Healthcare, Superdrug reinforced its role as an expert, trusted provider. This was led by a £1 million investment in a new Healthcare Ambassador programme, training dedicated store colleagues across key healthcare categories and strengthening the advice available to customers. Demand for Superdrug’s weight-loss services grew by almost 300% in the first half of the year and momentum continued behind Pharmacy First, ensuring convenient access to advice and treatment within community pharmacy. Superdrug also expanded visibility of its Online Doctor service by continuing to build its wider women’s health offer across contraception, cystitis, period delay, emergency contraception, STI testing and HRT. At its Health Clinics, Superdrug introduced a “first” to high street service in the launch of a hair health blood test, while also adding microsuction ear wax removal to its services.
In Beauty, Superdrug continues to delight customers with the latest trends from around the world. In July MCoBeauty launched exclusively with Superdrug, bringing one of Australia’s most talked-about social-first beauty brands to British shoppers for the first time. August saw British challenger brand, Troublemaker, bring playfulness, colour and attitude to Superdrug’s Gen Zalphas. In October, the retailer expanded its International Beauty offering, bringing 400 of the latest K-Beauty products and a partnership with PURESEOUL to a mainstream UK audience.
Own Brand continued to go from strength to strength, showcasing the breadth of beauty ambition at Superdrug. In Spring the launch of the Optimum Peptide range brought science-led skincare credibility, with the endorsement of leading dermatologist Dr Nora. In Summer, a range of new Dew Dream Glow Filters were backed by Studio London ambassador Princess Andre. In Autumn, new teen range POP launched in partnership with Lexi Hughes, bringing an affordable answer to the growing youth skincare trend. And across the year multiple Fruity extensions – hand wash, mist, body cream and a variety of trending scents – tapped into demand for scent layering and premium inspired body care, at an affordable price.
Superdrug was so confident in the performance of Own Brand NPD that it launched a major integrated marketing campaign called Super Swaps, tapping into ‘dupe’ culture and highlighting superior Own Brand reviews and savings, benchmarked against leading premium products.
Superdrug has continued to strengthen its beauty authority and community. Partnerships were announced with leading industry names, including Caroline Hirons through a skincare edit, Ateh Jewel became the retailer’s Curls and Waves Creative Consultant and Sarah Jossell became a dedicated Gifting Guru at Christmas. The incredible Superdrug Presents, the UK’s biggest beauty festival, returned for a fourth year to cement Superdrug’s leadership in beauty experience, with tickets selling out in just 20 minutes. The retailer’s Health & Beautycard continued to sit at the heart of Superdrug’s value proposition, linking stores, online, app and health services, through industry-leading members-only prices, rewards and offers.
Superdrug continued to invest in its people proposition, with £1 million committed to colleague wellbeing and a benefits offer spanning financial wellbeing, healthcare, discounts, flexibility and development. The retailer’s Apprenticeship Programme announced that it had doubled in size over the last five years and had supported more than 5,000 apprentices. The inclusion and diversity programme, Unlearn, received recognition in the People in Retail Awards 2025 after using real colleague stories to challenge unconscious bias. And People Director, Amy Davies, was awarded the Workplace Hero of the Year Award at the Employer’s Excellence Awards in recognition of her leadership in building a supportive and inclusive culture at Superdrug.
Superdrug’s 2025 CSR story was defined by health-led community impact. In February, the retailer announced LauraLynn, Republic of Ireland’s only children’s hospice, as its official charity partner in the Republic of Ireland. In spring, its Purchase for Marie Curie Nurses campaign returned across stores and online, aiming to fund up to 8,000 hours of expert end-of-life care. Later in the year, Superdrug reached a major £15 million fundraising milestone for Marie Curie and extended the partnership to December 2027, with an ambition to raise £20 million together by the end of 2027.
Peter Macnab, CEO of AS Watson Health and Beauty UK & ROI, comments: “We are pleased to report another strong year for Superdrug, despite a challenging backdrop for retail in the UK and continued pressure on household budgets. These results demonstrate the strength of our customer proposition and the continued relevance of Superdrug’s service and offering.”
“Our colleagues have been central to this performance. Their passion, expertise and commitment are what brings Superdrug to life for communities across the country.”
“Customers are choosing us for great value, trusted advice, exciting brands and everyday affordability, and we will continue to invest in the
