Superdrug had a successful Christmas season, reporting a robust 9.2% increase in total sales in December, with like-for-like sales rising by 7.1%. The health and beauty chain experienced a remarkable 10% growth in its own-brand category, driven by gifting and loyalty club promotions, particularly in cosmetics, fragrance, and oral care.
A standout performer was the Superdrug ProCare Water Flosser, which surpassed the sales of its branded counterpart for the entire year. Beauty Studio sales soared by 20%, benefiting from a lively Christmas party season, and the retailer celebrated the opening of its 500th piercing store.
Superdrug’s own-brand success continued with Studio London, contributing to a 20% year-on-year growth in Cosmetics and a 9.1% volume increase in December. The Studio London 8-piece brush set emerged as the top-selling product in the own-brand category.
The company holds a 40% market share of mass-market cosmetics, marking its highest share in a decade. The launch of VIP rewards on the retailer’s app resulted in a remarkable 74% increase in app-based sales.
Despite economic challenges, Superdrug’s strategy of offering high-performance products at affordable prices, coupled with members-only deals, resonated well with customers. In the weeks leading up to Christmas, the company sold three own-brand gift sets every second and three fragrance sets every minute.
Analysts praised Superdrug’s resilience, citing the “lipstick effect” as a driving force in health and beauty growth, where consumers seek affordable luxuries amid budget constraints. The retailer’s wide price range and emphasis on own-brand ranges aligned with changing consumer habits, as many opted for thrifty shopping without compromising on quality. The strong performance during the festive season aligns with the predicted resilience of the health and beauty sector.
