Superdrug has unveiled plans to introduce 30 new Beauty Playgrounds nationwide, reinforcing its commitment to evolving its physical retail spaces and providing customers with exceptional, next-level beauty experiences.
The first Beauty Playground opens today at the flagship Westfield Stratford location in London. By August 2025, the concept will be permanently installed in 30 of Superdrug’s key destination stores, including prominent venues like Manchester Trafford Centre, Glasgow Braehead, and Cardiff St Davids.
Staying true to its mission that “Beauty is our Duty,” the Beauty Playground goes beyond standard shopping by offering a vibrant space for beauty exploration. Customers can discover trending products, enjoy in-store services, receive expert advice, and even create content—all in one destination. This initiative also supports Superdrug’s growing O+O (Offline plus Online) strategy, aimed at creating a seamless and engaging retail journey both in-store and digitally.
The dynamic Beauty Playgrounds will offer:
• ‘Try Me Tables’ for hands-on testing and experimenting with new products
• Interactive displays showcasing the latest and exclusive brand offerings
• Social media stations with ring lights to enable customers to create standout beauty content
• Brand ambassadors delivering tailored advice and live demonstrations
To mark the launch, Superdrug is partnering with a selection of innovative, new, and exclusive beauty brands. These include Daise, a mood-driven fragrance and body care brand; Delhicious, an award-winning natural skincare and haircare label; and Smuuti, a Korean-inspired favorite made famous on TikTok.
As experiential retail becomes a hallmark of the beauty industry—with pop-ups, concept spaces, and hybrid models growing in popularity—Superdrug’s permanent Beauty Playground installations aim to meet consumer demand across the UK with accessible, engaging, and lasting experiences. The concept is also a natural extension of the retailer’s highly successful annual event, Superdrug Presents, which fans have celebrated as “a playground of beauty.”
Simon Comins, Superdrug’s Chief Commercial Officer, states:
“The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer.
With Beauty Playground, we’re reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs. But most of all, at Superdrug we believe beauty should be fun, so we can’t wait to welcome customers to their nearest Beauty Playground store, where they can experience and enjoy Superdrug like never before.”
Jaimee Lupton, Co-founder of the newly launched and exclusive Beauty Playground brand Daise, adds:
“Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences.
We see this as an exciting extension of the in-store experience for the beauty savvy shopper, and it’s something we’re thrilled to be part of.”
