Superdrug is marking the first birthday of its beauty playground concept by rolling out a host of new brands and products.
Launched in July 2025 in its flagship Westfield Stratford London store, Superdrug’s beauty playground is now a permanent feature in its leading destination stores and online.
The concept acts as “a hub of beauty discovery” where shoppers can “explore must-have brands, access beauty services, receive expert advice, and create content while they shop,” according to the business.
The beauty playground has also become “a powerful launchpad for emerging brands,” with a growing number going on to secure wider distribution across Superdrug’s estate.
The cosmetics brand is planning to launch further locations by the end of the year.
To celebrate the milestone, all of the company’s current beauty playground stores will receive “a fresh line-up of must-have newness” for customers to discover, test and play with,” Superdrug said.
These include premium fragrance mists from beauty company Coty, Face Facts lip stains, and make-up and body care launches from Nyx Body, BPerfect, Daise and Ciroa.
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Superdrug chief operating officer Simon Comins said: “Beauty playground has completely reshaped what discovery looks like in beauty retail.
“We’ve featured nearly 1,000 products from just under 50 brands, turning our stores into genuine playgrounds where customers can experiment, discover new favourites and get closer to the next big thing.
“But this isn’t just a launchpad – it’s a space for brands to grow.
“Brands that first launched through beauty playground have performed so strongly that they have since secured wider distribution across the UK, demonstrating the power of the concept as a springboard for emerging names.”
He continued: “We know collaboration is critical to helping these brands succeed.
“By working closely with our brand partners, we can create engaging, immersive experiences that help customers discover new products, while giving brands the visibility, insight and support they need to scale.”
“Celebrating our first birthday with such an exciting line-up feels like the perfect way to mark the moment, and we can’t wait to welcome even more customers to experience beauty playground.”
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