Superdrug is launching a new marketplace, partnering with hundreds of brands, from premium to start-ups, to offer their products via its online platform. Superdrug Marketplace is set to launch in September this year, and brands are being recruited now. The health and beauty retailer will need new agencies to propel consumers to its new platform and will be increasing its media budgets to get in front of its target market.

The health and beauty retailer aims to remove listing barriers for innovators in the market and promote diversity within the industry. Superdrug said it hopes that the marketplace will allow brands without the infrastructure for a national retail listing to offer customers their products. As well as beauty brands, the retailer also has its eye on the biggest wellness trends, with everything from wearables to health testing being considered, meaning more trend-led brands could secure a listing.

Superdrug will also focus on brands which align with its customers’ key values, with a particular focus on black-owned brands, building on the retailer’s Shades of You commitment to diversity in retail that it launched in 2021. Female-owned brands, and a focus on gender-neutral beauty products will also be prioritised.