In 2025, Fragrance at Superdrug delighted customers, offering accessible luxury on the High Street. Superdrug progressed its ambitious store opening/refit programme, with over 20 new stores and 50 more upgraded, including our largest-ever store at Westfield White City.

This flagship location places Fragrance at the forefront, enhanced by digital screens, shelf ticketing and interactive tester tables to deliver an immersive scent experience. Investment across our estate drove exciting initiatives. Premium fragrance fixtures and brands expanded distribution; Beauty Playground, an interactive, multi-category space showcasing emerging trends, and International Beauty, a K and J beauty space, both launched, supported by increased investment in specialist roles and training.

Superdrug strengthened its leadership in social engagement growing our social community to over 17 million followers, and Superdrug Presents returned bigger than ever, welcoming more than 8,000 customers and achieving a reach exceeding 24.5 million. Together, this combination of accessible luxury, a diverse and inclusive fragrance offering, innovative retail experiences and knowledgeable store teams ensures Superdrug consistently meets the needs of every customer.