Superdrug has recorded a 7.2 per cent increase in total like-for-like sales over its Christmas trading period, thanks to a huge boost in online sales – and Kim Kardashian.

The health and beauty retail chain also attributed a strong online performance – a 47 per cent increase year-on-year – and “best-ever availability” of products for its sales in the five weeks to January 2.

It said its latest festive season performance was on top of the 6.8 per cent like-for like growth achieved in the same five week period in 2015.

Superdrug also said gift ranges and fragrances range were in high demand while its beauty advent calendars took more than £1 million at the tills, with its best seller a Make Up Revolution Calendar. 

The retailer added that Kardashian’s trending contouring make-up technique was a “big sales driver with both make-up and accessories”.

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