Superdrug overtakes Claire’s as UK’s biggest ear piercer

Superdrug overtakes Claire’s accessories as the number one piercing spot on the high street
Piercing services take place in Superdrug’s beauty studios and standard stores.
// Superdrug overtakes Claire’s accessories as the number one piercing spot on the high street
//  Superdrug launched piercing just 5 years ago, and now operates over 340 spots across the UK

Superdrug has become the high street’s biggest piercing specialist overtaking Claire’s Accessories, which has held the title for over 40 years.

Superdrug, which launched piercing only five years ago now operates over 340 piercing spots in its beauty studios and stores across the country, with five new areas opening every week this year.

The chain has ambitions to introduce the service into every one of their 840 stores.

The move is part of the retailer’s bid to help customers achieve the perfect “curated ear”, a trend which emerged in 2019, and so far has over 7 million views of artfully styled and pierced ears on TikTok. The business has carried out 28,000 piercings in 2022 alone.


As well as being the largest piercing specialist on the high street, Superdrug also offers the cheapest service and also offers free aftercare with its piercing services, something that is charged as extra by competitors on the high street.

And while the previous UK piercing leader, Claire’s Accessories, offers piercings for customers from aged 3 months, Superdrug has also made the decision to offer this service only to those over three years old.

Alongside piercing and aftercare, Superdrug is expanding its jewellery offering to complement this service, with 72 new jewellery products launched.

Speaking on the move, Jenna McKewan, Senior Beauty Services Manager said “We are so proud to claim the piercing top-spot just five years after introducing the service. It’s so important to us that having your ears pierced with Superdrug is a positive, professional and hygienic experience, and we’re delighted that we’ve been able to provide that for hundreds of thousands of customers so far.”

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  1. I am surprised Boots are not in this market. With all the high-end concessions they would easily take over Superdrug… Then again Claire’s should have had a concession in Boots.


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