Capitalizing on the increasingly mainstream plastic surgery demand in the beauty industry, the retailer will now be offering Botox and lip fillers in its flagship location

Superdrug, the U.K.-based drug store, is increasing its reach in the beauty business beyond selling products to performing minor cosmetic procedures. The flagship store in London will be the only location to offer the trail run of performing services such as Botox and fillers on customers.

The procedures will be performed by registered nurses who will be able to use their discretion to refuse customers who may be ineligible or underage for certain procedures. The pricing will vary based on the procedure: Botox treatments for foreheads and crow’s feet will be the cheapest service at £99, lip fillers at £199 and any facial fillers or contouring being the most expensive at £498.

Cosmetic procedures such as lip fillers have become more popular in the millennial demographic, particularly as they’ve become more common with celebrities. The services that Superdrug will be offering aim to be on-brand with the looks that some consumers strive to attain but at a more manageable price and at greater accessibility than with a consultation or appointment in a plastic surgeon’s office.

Lead image: lip filler injection stock photo from Kovalchynskyy Mykola/Shutterstock

Superdrug, the U.K.-based drug store, is increasing its reach in the beauty business beyond selling products to performing minor cosmetic procedures. The flagship store in London will be the only location to offer the trail run of performing services such as Botox and fillers on customers.

The procedures will be performed by registered nurses who will be able to use their discretion to refuse customers who may be ineligible or underage for certain procedures. The pricing will vary based on the procedure: Botox treatments for foreheads and crow’s feet will be the cheapest service at £99, lip fillers at £199 and any facial fillers or contouring being the most expensive at £498.