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Brief Published: 7 May 2018

Superdrug’s Vegan Pop-Up

Vegan Superdrug

Superdrug, the UK’s second-biggest health and beauty chain, has responded to the growing demand for cruelty-free and vegan products with a pop-up selling exclusively vegan products in London’s trendy Shoreditch neighbourhood.

The Little Vegan Pop-Up in the Boxpark retail complex stocks a selection of Superdrug’s own-brand vegan items: none of the products contain any ingredients tested on or derived from animals. “Our technical team is constantly evolving formulations and meeting technical challenges to make products suitable for vegans,” said commercial director Simon Comins.

This comes as UK consumers are showing a growing interest in vegan products – which are free from all animal products, including lanolin, beeswax and carmine. Sales of vegan beauty products have grown by 38% in the past year (NPD Group, 2018).

Vegans now present a rapidly growing demographic for all beauty brands in the UK. The Veganuary campaign, which encourages consumers to try veganism for the month of January, reported its biggest ever year in 2018. It also revealed that 83% of participants were female – presenting a real opportunity for cruelty-free and vegan beauty brands.

Earlier this year, Superdrug reported that there had been more than 3,500 searches for ‘vegan beauty’ on its website in the first week of 2018 alone, and a 15% increase in sales of vegan products in just 12 months. The retailer’s brand B. was the first fully vegan range of make-up, skincare, grooming products and accessories to launch on the UK high street.

For more on vegan beauty, see L’Oréal Launches 100% Vegan Hair Dye, Wellbeing: Lifestyle-Driven Beauty and Instagangs: The New Conscious Beauty.