Surcare, the trusted laundry brand for sensitive skin, has announced Katie Piper OBE as its new Brand and Lifestyle Consultant, marking a significant milestone in the brand’s ongoing relaunch and strategic repositioning.
The appointment coincides with Surcare’s bold new brand redesign and the launch of its new positioning, ‘Love your laundry. Love your skin,’ which challenges traditional perceptions of laundry and reframes it as an often overlooked, but vital, part of everyday skin care.
With a long-standing heritage in creating gentle, dermatologically tested products free from dyes, enzymes and fragrance, Surcare is using this relaunch to reinforce its ambition to lead the conversation around skin-first laundry care. The partnership with Katie Piper reflects a deliberate move away from traditional brand ambassador models, instead placing lived experience and consumer insight at the heart of the brand’s evolution.
As a respected author, broadcaster and long-time advocate for people living with sensitive and compromised skin, Katie will work closely with the Surcare team in a genuine consultancy role. Her involvement will help shape brand messaging, product innovation and consumer engagement, ensuring that Surcare’s new positioning is not only correct, but authentic and grounded in real consumer needs.
Katie Piper said: “Surcare is doing something genuinely different. This isn’t about fronting a brand, I am working closely with the brand team to ensure the message is right and truly meaningful. People are increasingly aware of what they put on their skin, but laundry is often forgotten in that conversation, even though our skin is in constant contact with clothes, bedding and towels. As someone with lived experience of sensitive skin, and as a consumer myself, I’m excited to help Surcare highlight the role laundry plays in everyday skin care in a way that’s honest, credible and practical for real households. After all, clothes are our second skin”
Pavan Chandra, marketing manager for Surcare, added: “Katie embodies everything Surcare stands for. Her personal experience, credibility and long-standing commitment to skin health, combined with her role as a parent, make her the perfect partner. This partnership goes far beyond endorsement, it’s about working together to educate consumers and help them rethink the role laundry plays in skin care.”
This approach reflects wider category trends, as consumers increasingly seek transparency, reassurance and gentle laundry cleaning without compromising on performance.. By reframing laundry as an extension of personal care, Surcare aims to differentiate itself in a crowded market and strengthen its relevance among families, individuals with sensitive skin and health-conscious shoppers, helping them navigate the category with greater confidence.
The announcement marks the beginning of a long-term collaboration, with a sustained programme of activity planned to build momentum behind its skin-first approach. Over the coming months, Activity will include TV and radio features with Katie Piper, ongoing print PR, a monthly editorial column in Good Homes Magazine and targeted social media advertising that brings Surcare’s skin-first message to life.
Katie will also represent Surcare live at the Ideal Home Show this April, providing an opportunity to engage directly with consumers and further reinforce the brand’s role in everyday skin care routines.
