Superdrug
Retailer / private label
UnclaimedA United Kingdom health, beauty and pharmacy retailer operating stores, digital services and a loyalty ecosystem.
Last updated August 25, 2026
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Overview
Superdrug is a British health and beauty retailer that operates a large store network alongside e-commerce, pharmacy and digital healthcare services. The chain sells cosmetics, skincare, fragrance, toiletries, personal-care products, medicines, vitamins and selected household goods. It also offers pharmacy consultations, prescription services, vaccination appointments, specialist skincare treatments and mobile telecommunications through Superdrug Mobile. The brand is positioned around accessible prices, high-street convenience, promotional value and broad beauty choice, competing primarily with Boots, supermarkets, discount chemists and online retailers. The business was incorporated in London in 1964 as Leading Supermarkets Limited by the Goldstein brothers, who had previous experience in grocery retailing. It adopted the Superdrug name later that year, and opened its first shop in Putney on 26 April 1966. Expansion was rapid: by the late 1960s the chain had shops in Putney, Croydon and Streatham, and it had established a distribution centre in Wimbledon. By the beginning of the 1970s it had grown to approximately forty shops. Rite Aid acquired a 49 percent interest in 1971, while the chain continued to expand across Britain. Superdrug reached approximately 300 British shops by 1981 and became a publicly traded business on London's Unlisted Securities Market in 1983. In 1987 it was sold to Woolworth Holdings, now associated with Kingfisher, in a transaction reported at £57 million. Kingfisher supported further expansion through its property resources and capital. Superdrug acquired Tip-Top, a discount chemist chain with a strong northern and Scottish presence, and Share Drug Stores, a southern chain, in 1988. These transactions and organic growth helped take the network to roughly 600 outlets. During the 1990s the brand sought to move beyond its discount-chemist image. A 1995 rebranding introduced a new corporate identity, a star motif and the advertising line “the real beauty is the price,” alongside larger stores in prominent retail locations. In 2001 Kingfisher sold Superdrug to Dutch chemist operator Kruidvat as part of a broader effort to focus on other businesses. Kruidvat was subsequently acquired by A.S. Watson in 2002, bringing Superdrug into the international A.S. Watson health and beauty portfolio and into the wider CK Hutchison group. Under A.S. Watson, Superdrug developed links with sister businesses including Savers and The Perfume Shop, modernised its visual identity and expanded its health and beauty proposition. It entered Ireland in 2006 and introduced larger “next generation” stores with stronger cosmetics and fragrance presentation. Its own-brand portfolio broadened through the B. skincare and cosmetics range, while the company promoted cruelty-free and vegan products. The retailer also expanded services through Superdrug Online Doctor, pharmacy technology, specialist skincare clinics and Superdrug Mobile. Superdrug operates nearly 900 shops across the United Kingdom and Ireland, with online service also available to customers in Denmark, Finland and Sweden. More than 220 shops contain pharmacies with consultation rooms, and a further group includes nurse clinics. The company employs more than 14,000 people according to the cited reference material. Its present business combines physical retail, online ordering, own-label beauty, pharmacy services, loyalty marketing and selected healthcare and connectivity services. It remains a private subsidiary rather than an independently listed company.
History
Superdrug began as Leading Supermarkets Limited, incorporated in London in 1964 by the Goldstein brothers. The business adopted the Superdrug name during its first year and opened its first shop in Putney on 26 April 1966. It expanded through the late 1960s and early 1970s, establishing distribution capacity and building a chain of approximately forty stores by the start of the 1970s. Rite Aid took a 49 percent stake in 1971. By 1981 Superdrug had around 300 shops and had opened a large distribution and office complex near Croydon. The company joined London's Unlisted Securities Market in 1983. In 1987 Woolworth Holdings acquired it for a reported £57 million. The new ownership enabled aggressive high-street expansion, including the 1988 acquisitions of Tip-Top and Share Drug Stores. The chain subsequently reached approximately 600 British outlets. The founding Goldstein brothers retired from the business around 1990. The 1995 rebrand attempted to reposition Superdrug from a purely discount-oriented chemist toward a broader and more aspirational health and beauty retailer. It introduced a star-based identity, larger stores and the line “the real beauty is the price.” In 2001 Kingfisher sold the company to Kruidvat, and A.S. Watson acquired Kruidvat in 2002. This placed Superdrug within the A.S. Watson Group, whose ultimate group relationship is with CK Hutchison Holdings. The A.S. Watson period brought store-format changes, brand redesign and closer portfolio links with Savers and The Perfume Shop. Superdrug entered Ireland in 2006 and developed “next generation” stores emphasising cosmetics and fragrance. It expanded beyond conventional retail through pharmacies, nurse clinics, Pro Skin Clinics, Superdrug Online Doctor and Superdrug Mobile. Own-label development included B. skincare and makeup, while the retailer promoted vegan and cruelty-free ranges. Digital engagement grew through the Health & Beautycard app, online shopping and the Healthera pharmacy app. The Croydon head office moved to a more central location in 2017, while distribution operations were reorganised between Dunstable and South Elmsall. The current business is a large, privately owned omnichannel health and beauty retailer serving the United Kingdom and Ireland, with selected online markets in Scandinavia.
- 2020
Pharmacy app rollout
[1]A Healthera-powered app was rolled out to support prescription ordering and service bookings.
- 2018
Superdrug Mobile launches
[1]The retailer launched a loyalty-scheme-linked mobile virtual network operator using the Three network.
- 2013
Superdrug Online Doctor launches
[1]The online medical service, provided by Zava, began offering remote testing and treatment for multiple conditions.
- 2006
Expansion into Ireland
[1]Superdrug opened its first Irish operations.
- 2002
Joins A.S. Watson
[1]A.S. Watson acquired Kruidvat, bringing Superdrug into its international health and beauty portfolio.
- 2001
Sold to Kruidvat
[1]Kingfisher sold Superdrug to continental European chemist operator Kruidvat.
- 1988
Acquisitions of Tip-Top and Share Drug Stores
[1]The two chemist chains strengthened Superdrug's presence in northern, Scottish and southern markets.
- 1987
Acquired by Woolworth Holdings
[1]Woolworth Holdings acquired Superdrug, enabling a new phase of expansion.
- 1983
Public market flotation
[1]Superdrug was floated on London's Unlisted Securities Market.
- 1971
Rite Aid takes a minority stake
[1]The American chemist retailer acquired 49 percent of Superdrug.
Products and positioning
Accessible, promotional and high-street health and beauty retail, combining mass-market cosmetics and personal care with pharmacy, digital healthcare and selected specialist services.
Own-label retail products
Superdrug own-label beauty and personal care
The retailer's own-label portfolio covers cosmetics, skincare, haircare, toiletries and personal-care products. Superdrug has used own-label ranges to provide accessible pricing and to develop products aligned with vegan and cruelty-free preferences. Its own-label offer sits alongside major branded beauty, health and household products in stores and online.
Skincare and cosmetics · 2013
B.
B. is Superdrug's exclusive beauty brand, introduced in premium skincare and later expanded into makeup. The range is presented as vegan and cruelty free and forms a central part of the retailer's own-brand beauty proposition.
Mobile telecommunications · 2018
Superdrug Mobile
Superdrug Mobile is a United Kingdom mobile virtual network operator launched in 2018. It uses the Three network and is exclusive to members of the Superdrug Health & Beautycard loyalty scheme.
Digital healthcare · 2013
Superdrug Online Doctor
Superdrug Online Doctor is provided by Zava, also identified as Health Bridge Ltd. The service offers online testing and treatment pathways for a range of health conditions, including contraception, erectile dysfunction and weight-management services.
Pharmacy and healthcare
Pharmacy services
More than 220 Superdrug shops contain pharmacies with consultation rooms, while additional locations include nurse clinics. Services include prescription support, consultations, vaccinations and other pharmacy-related care, subject to local availability and regulation.
Controversies
2018
Website credential-stuffing blackmail attempt
Superdrug became the subject of a blackmail attempt involving information obtained through credential stuffing against its website.
2007
Women's punch-bag product withdrawn
Superdrug withdrew a product depicting a male-shaped punch bag after domestic-violence campaigners criticised it as encouraging violence against men. The company said profits would be donated to the ManKind Initiative.
Marketing campaigns
- 2018Vegan-only pop-up shop
United Kingdom
Superdrug opened a vegan-only pop-up at Boxpark Shoreditch to showcase vegan and cruelty-free own-label and exclusive branded products.
Outcome. Tested and publicised the retailer's response to demand for plant-based and cruelty-free beauty.
- 2013That Superdrug Feeling
United Kingdom
The campaign used Superdrug store employees in advertising to foreground the retail experience and staff presence.
Outcome. Extended the brand's mass-market customer communication.
- 2010Take Another Look
United Kingdom
A repositioning campaign encouraged customers to reconsider Superdrug as a broader health and beauty retailer. Joanna Page served as brand ambassador, and the campaign also supported the launch of the Beautycard loyalty scheme.
Outcome. Became a central platform for subsequent loyalty and customer-marketing activity.
Brand decisions
2020
Roll out the pharmacy appProduct launchBackground
Customers increasingly required remote access to prescription and pharmacy services.
Action taken
Superdrug partnered with Healthera to roll out an app for prescription ordering and appointment booking.
Aftermath
The initiative strengthened Superdrug's digital pharmacy proposition.
2018
Launch Superdrug MobileProduct launchBackground
Superdrug sought to extend its loyalty proposition beyond health and beauty retail.
Action taken
It launched a mobile virtual network operator exclusive to Health & Beautycard members.
Aftermath
The service added connectivity to the brand's loyalty ecosystem while operating on the Three network.
2002
Move into the A.S. Watson groupM&ABackground
Kruidvat, Superdrug's owner after the 2001 sale, was acquired by A.S. Watson.
Action taken
Superdrug became part of A.S. Watson's health and beauty portfolio.
Aftermath
The brand developed closer links with Savers and The Perfume Shop and continued international and omnichannel expansion.
1988
Acquire Tip-Top and Share Drug StoresM&ABackground
Superdrug was pursuing rapid national expansion and sought to strengthen its geographic coverage in both northern and southern Britain.
Action taken
The company acquired Tip-Top and Share Drug Stores.
Aftermath
The acquisitions contributed to growth toward approximately 600 outlets.
Recent events
Reported
Superdrug announces lower prices for lateral flow tests[2]
Superdrug announced it would sell individual lateral flow tests for £1.99 and packs of five for £9.79, undercutting Boots' stated price for an individual test.
Reported
Lynx adds Epic Fresh fragrance range[3]
Lynx added its four-product Epic Fresh fragrance range, which began rolling into Wilkinson’s and Waitrose that week, with a further rollout in Superdrug planned from 21 February.
Reported
Superdrug launches January sale with up to 50% off[4]
Superdrug launched a January sale in-store and online, offering customers up to 50 percent off fragrances, makeup, gift sets and skincare.
Reported
Sativa Wellness Group announces partnership with Superdrug[5]
Sativa Wellness Group announced a partnership with Superdrug Stores Plc to offer blood tests at 40 Superdrug sites.
Reported
Superdrug launches two-hour delivery[6]
Superdrug launched delivery within two hours from more than 250 stores, adding the option to Superdrug.com in partnership with courier firm Stuart.
Reported
Superdrug launches “Be Kind, Shop Kind” campaign[7]
Superdrug launched its “Be Kind, Shop Kind” campaign, using in-store signage and radio to urge shoppers to treat staff respectfully amid rising aggressive behaviour towards employees.
Reported
Men’s Health announces toiletry and gifting collection for UK retail[8]
Men’s Health announced a new toiletry and gifting collection developed by licensee Thumbs Up UK, with the range planned to go on sale at Superdrug from August and Primark from October 2020.
- Unconfirmed
Reported
Superdrug introduces same-day courier delivery[9]
Superdrug brought forward the introduction of a same-day courier delivery service and is offering it to customers within an eight-mile radius of more than 300 stores.
- Unconfirmed
Reported
PROMISE fragrance launch[10]
Jennifer Lopez launched PROMISE, a new fragrance developed in partnership with Designer Parfums. It was to be introduced exclusively at Ulta Beauty in the US, Boots and Superdrug in the UK, and Liverpool in Mexico.
Reported
PROMISE fragrance launch[11]
PROMISE launched a new fragrance by Jennifer Lopez. The fragrance was introduced exclusively at Ulta Beauty in the US, Boots and Superdrug in the UK, and Liverpool in Mexico, in partnership with Designer Parfums.
Sources16 sources
- 1Superdrugen.wikipedia.org
- 2Superdrug宣布下调新冠快速检测价格dailymail.com
- 3Lynx推出Epic Fresh香氛系列thegrocer.co.uk
- 4Superdrug推出一月促销，折扣最高达五折oxfordmail.co.uk
- 5Sativa Wellness Group宣布与Superdrug合作directorstalkinterviews.com
- 6Superdrug推出两小时送达服务thegrocer.co.uk
- 7Superdrug推出“Be Kind, Shop Kind”活动thegrocer.co.uk
- 8Men’s Health宣布盥洗及礼品系列将进入英国零售市场licensing.biz
- 9Superdrug推出当日快递服务kamcity.com
- 10PROMISE 香水发布latintimes.com
- 11PROMISE 香水推出prnewswire.com
- 12Jennifer Lopez Just Dropped Her 25th Fragrance, and We've Got All of the Detailsallure.com
- 13Jennifer Lopez Launches Her 25th Fragrance, 'Promise'etonline.com
- 14Jennifer Lopez unveils her new fragrance, Promiseabcnews.com
- 15Superdrug launches sale with up to 50 per cent off fragrance, gift sets and moretheargus.co.uk
- 16The UK’s first-ever high street PrEP service just launched at Superdrugthepinknews.com
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