Superdrug Launches Inclusive Beauty and Diversity Campaign

Superdrug has launched a new diversity campaign, Shades Of You, with a series of industry-leading commitments and pledges which see the brand continue to champion inclusive beauty

inclusive beauty
Image from the Superdrug Shades Of You campaign

Superdrug are taking inclusive beauty seriously with the launch of Shades of You, an initiative that forms part of their Own Your Beauty inclusivity campaign. It aligns with the retailer’s ongoing commitment to being representative of all shoppers and celebrating its diverse customer base.

A campaign built on research

One thousand individuals from black and mixed-heritage backgrounds, joined a survey to share their health and beauty needs and thoughts on how the beauty industry, can continue to progress its journey to achieve true diversity.

Through the survey, Superdrug discovered:
• 35% do not currently feel represented when they shop for health and beauty products in high street beauty retailers.
• 86% said that beauty retailers should make their advertising campaigns more inclusive,
• 31% felt that they are not represented by current beauty brand images on campaigns and posters.
• 41% found it difficult to find make-up shades that match their skin tone
• 37% found it difficult to find skincare products that meet their needs[1].
• 85% would like beauty retailers to stock more products specifically for darker skin and textured haircare needs

In addition to product availability, there is a need for training and lived experience amongst retail shop floor colleagues. The survey identified that specific training would be helpful to up-skill all employees in black and mixed-heritage specific beauty, with 83% believing that people working within the health and beauty industry should receive specific training for darker skin tones when it comes to providing cosmetics advice, and 85% believing that people working within the health and beauty industry should receive specific training for darker skin tones when it comes to providing skincare advice.

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Representation is key

The survey findings show that consumers want the beauty industry to actively commit to being more diverse and representative of the black and mixed-heritage community.
• 81% agreed that beauty retailers should do more to cater for the specific needs of the black community and people of colour.
• 84% agreed that a beauty campaign specifically created for people of colour would be a positive step for a beauty retailer to take.

The panel of voices

To ensure that the Shades of You campaign was fully representative of the black and mixed-heritage community and people of colour, Superdrug partnered with influential change-makers: Ateh Jewel, diversity advocate and Superdrug campaign consultant; Michelle Sultan, textured hair specialist and brand ambassador for Imbue and Serlina Boyd, campaign media partner and founder of Cocoa Girl magazine.

Ateh Jewel commented, ‘I’m so glad to have partnered with Superdrug to create this campaign. The world is changing post-BLM, post-Covid and I’m so proud to work with this huge high street favourite to help people feel more seen and have more choice as choice is equality. Well done Superdrug this is just the beginning!’


[1] Survey of 1000 black and mixed-heritage UK adults. Fielded 16th – 25th March 2021, by 3Gem on behalf of Mind+Matter and Superdrug.


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