Superdrug reports soaring sales of at-home beauty products
Superdrug has revealed that sales of at-home beauty devices and products have soared over the last year.
The health and beauty has seen a surge in sales of hair removal devices in the period as more people carry out beauty treatments at home following the pandemic. This has led to a 103% year-on-year sales increase for its own brand Studio Brow Razor, which has benefited from the latest dermaplaning ‘peach fuzz’ TikTok craze and is now the retailer’s best-selling item across its own brand make-up accessories range.
Meanwhile, sales of Superdrug’s B. Brow Groomer have risen up by 163% and its male grooming range has also seen a dramatic uplift. Other high performing categories include at-home salon hair tools and hair rollers.
Jamie Archer, own brand director at Superdrug, said: “From looking at recent sales and how we have seen consumer shopping habits change in recent years, the home salon trend is here to stay. It’s been great to see these categories taking off and that the momentum is staying as shoppers look to experiment with beauty and try new treatments and looks.
“With the growth of TikTok our customers are able to trial a range of different trends from their homes, making beauty treatments even more accessible. We predict that we will continue to see growth in areas such as hair removal and DIY nails throughout the summer as the cost of living crisis continues and we will continue to offer consumers a little bit of everyday luxury at cost effective prices.”
