- Superdrug extends its hair collection as part of Shades of Beauty campaign -

When it comes to shopping for high street beauty it is clear that not all women are created equal – those with darker skin tones, or afro hair, just don’t have the same choice of products as other women.

Superdrug has listened to customers and has now promised to make some changes in its product range, and offer a wider choice specifically for black and Asian beauty lovers.

The Shades of Beauty campaign has been launched to tackle this issue with the aim of making it more accessible for Black and Asian women to shop affordably on the high street. First step in the Shades of Beauty campaign is to add an additional 26 new products to its black and Asian haircare selection.

The newly designed Shades of Beauty section of superdrug.com will offer over 100 products designed for black and Asian hair. This range can now also be found in over 140 stores.

While these products are not in all stores, everything online can be ordered for collection in customers’ local stores, or Health & BeautyCard members can have their order delivered to their home free.

The hair selection expansion is a part of the retailer’s wider campaign, Shades of Beauty where Superdrug will help Black and Asian customers shop for skincare, cosmetics and haircare accessibly and at an affordable price.

Meg Potter, Head of Beauty: “We pride ourselves at Superdrug on offering the widest range of products possible for all our customers.

“Therefore it’s vital that we ensure we offer a comprehensive and good value range for afro hair.

“We’ve been working for over two years on our offer and are delighted to have reached the point when we have such a comprehensive range which is available widely in store, or at just the click on your phone.”

Additions to the Superdrug Shades of Beauty Haircare range:
Superdrug Hair Therapy Cleansing Conditioner normal £4.99
Superdrug Hair Therapy Cleansing Conditioner coloured £4.99
ORS Seal and Nourish Black Castor Oil £4.49
ORS Seal and Nourish Coconut Oil £4.49
ORS Seal and Nourish Argan Oil £4.49
ORS Seal and Nourish Tea Tree Oil £4.49
ORS Seal and Nourish Jojoba Oil £4.49
ORS Seal and Nourish Black Seed Oil £4.49
ORS Monoi Oil Anti Breakage Oil Fusion £4.89
ORS Monoi Oil Anti Breakage Edge Control £3.49
ORS Monoi Oil Anti-Breakage Leave-In Conditioning Cre`me £3.99
ORS Monoi Oil Anti Breakage Shampoo £4.79
ORS Anti Breakage Luminating Spray £3.99
ORS Monoi Oil Rejuvinating Spray £3.99
ORS Monoi Oil Anti Breakage Conditioner £4.89
ORS Olive Oil strand Strengthening Styling Gel £4.29
Vatika Coconut Hair Mask £5.99
Vatika Natural Enriched Coconut Oil £5.99
Vatika Natural Tropical Coconut Sheen £2.99
Vatika Natural Enriched Argan Oil £3.99
Vatika Natural Moroccan Argan £2.99
Vatika Naturals Argan Conditioner £2.99
Palmers Coconut Oil Cowash £5.99
Palmers Coconut Oil Dry Oil Mist £6.99
Palmers Olive Oil Dry Oil Mist £6.99
Palmers Coconut Oil Leave In Conditioner £4.99
Palmers Shea Formula Curl Cream £7.99
Twisted Sista 30 Second Curl Spray £5.89
Twisted Sista Dream Curls Gel £5.89
Twisted Sista Frizz Control Creme £5.89
Twisted Sista curl Activator Cream £5.89
Twisted Sista Intensive conditioner £5.89
Twisted Sista Clarifying Shampoo £5.89

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