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Superdrug challenges brands’ lack of diversity


Superdrug has written to its make-up suppliers to advise them that their foundation and base products must cater to all customers or they risk losing retail space.

As part of the retailer’s #Shadesofbeauty campaign to tackle lack of diversity in high street make-up, Superdrug has warned suppliers that any brands that are not inclusive and don’t offer at least 20 foundation shades will not gain space in its stores.

Make-up brands have also been asked to offer warm and cool tones to help people create their perfect base, and ensure that powders, concealers and other make-up products take skin tone into account.

Revolution and Barry M were the first brands to respond and state that they are as committed to diversity as Superdrug.

Revolution has this month launched its Conceal & Hydrate range of hyaluronic acid-infused concealers and foundations in 50 shades, catering for a huge variety of skin shades and undertones.

Simon Comins, Superdrug commercial director, says: “Diversity has become a buzzword in the beauty industry over the last few years, but at Superdrug we don’t see inclusivity as a trend; it is a fact of life.  In 2019 it is unacceptable that some brands aren’t catering to our diverse and beautiful customer base. We want all our customers, no matter what gender, shade or skin type, to be able to get their correct foundation in store and online. This is why we challenged our suppliers to be truly inclusive and offer a minimum of 20 shades ranging from pale to dark. 

"We currently have over 650 foundations and are working really hard to increase this number. In the next few months we are launching a number of new brands, including EX1, which caters to olive skin tones. We’re also taking time to broaden the shades available in our B. by Superdrug collection of vegan make-up to offer more options for all customers.”


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