Superdrug posts rise in at-home beauty products as pandemic trend remains

Superdrug
// Superdrug sales of at-home beauty products rise as people continue to work from home
// The health and beauty retailer has seen a 103% rise in sales of its Studio Brow Razors

Superdrug has recorded a rise in sales of home beauty devices and products, a trend which it said came from the pandemic.

The health and beauty retailer has seen a 103% rise in sales of its Studio Brow Razors, as well as an upsurge in the hair category, with at-home salon hair tools up by 38% (vs 2019) and hair rollers up by 81% (vs 2021).

Nailcare is also an area where Superdrug have seen massive growth with sales up by 77% (vs 2021) as people turn to DIY nails.


READ MORE: Superdrug partners with Jack Monroe to help customers ‘shop smart’ through cost-of-living crisis


Superdrug said many consumers began their at home beauty journeys throughout the pandemic, including manicures, online hair tutorials or how-to-wax guides.

New research revealed 34% of shoppers replaced professional beauty and grooming treatments with DIY alternatives, and more than half of these (21%) intend to continue doing so.

“From looking at recent sales and how we have seen consumer shopping habits change in recent years, the home salon trend is here to stay,” Superdrug own brand director, Jamie Archer said.

“It’s been great to see these categories taking off and that the momentum is staying as shoppers look to experiment with beauty and try new treatments and looks. With the growth of TikTok our customers are able to trial a range of different trends from their homes, making beauty treatments even more accessible.

“We predict that we will continue to see growth in areas such as hair removal and DIY nails throughout the summer as the cost of living crisis continues and we will continue to offer consumers a little bit of everyday luxury at cost effective prices.”

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