Superdrug has pledged to freeze the price of around 5,000 make up products until Summer 2024 to support its customers with the cost-of-living crisis.

Brands such as Maybeline, E.L.F. and Morphe, as well as its own-brand Studio London, are included in the price freeze.

The announcement comes as Superdrug reveals that it now makes up 40.5 per cent of mass market cosmetics, its highest market share in ten years.

The health and beauty retailer added that its own-brand cosmetics range Studio London, which launched in 2023, was its fastest growing own-brand beauty range ever. The company says its setting spray was so popular it sold “one every minute”.

“As a leading health and beauty retailer, we pride ourselves on putting our customers first and we’re committed to making cosmetics more affordable for our shoppers and supporting them with the rising cost of living,” said Megan Poter, Superdrug’s trading director.

In February, Superdrug announced it was cutting the price of its own-brand oral care range by 20 per cent. The price drop, which is equivalent to VAT, responds to both the ongoing UK dental crisis and the higher cost of living.

---