The pharmacy retailer is aiming to create products in line with the values of today's consumers by connecting with and supporting innovative beauty startups

U.K. health and beauty retailer Superdrug is focusing on brand incubation in order to help beauty startups and entrepreneurs under its wing generate new and engaging products. The company created a launch support package worth £100k offered to enterprises that are part of the incubation program.

“We are a customer-centric business,” says Simon Comins, Superdrug commercial director, “and we know that shoppers in our stores are looking for the products that meet their exact needs.” For many major beauty companies like L'Oréal and Estée Lauder wanting to connect with the diversifying consumer, the incubator model acts as a way to foster creativity and innovation by supporting brands within the parent company's portfolio but that operate independently.

In particular, Superdrug is seeking more halal-certified and vegan brands, addressing the values of today's consumers. In addition, the company is holding an open house event at its head office in Croydon in May for interested parties to meet the senior buying team, open to brands looking to grow their customer base. “We understand that working with large companies such as ours can seem daunting to smaller companies,” continues Comins, “so this event will give people the chance to meet the team and showcase their products in a more informal way.”

Superdrug


Lead image: JWA Architects

U.K. health and beauty retailer Superdrug is focusing on brand incubation in order to help beauty startups and entrepreneurs under its wing generate new and engaging products. The company created a launch support package worth £100k offered to enterprises that are part of the incubation program.

“We are a customer-centric business,” says Simon Comins, Superdrug commercial director, “and we know that shoppers in our stores are looking for the products that meet their exact needs.” For many major beauty companies like L'Oréal and Estée Lauder wanting to connect with the diversifying consumer, the incubator model acts as a way to foster creativity and innovation by supporting brands within the parent company's portfolio but that operate independently.