- Superdrug expands natural haircare range in response to the demand for natural products–

As natural and organic become key beauty buzzwords, customers are shunning products with sulphates and parabens in favour of natural products with no nasties as they become more wary about the ingredients they put on their hair.

Responding to this demand, Superdrug has launched a dedicated landing page on Superdrug.com offering over 90 natural haircare products and has increased its offering by 70%. Since extending the range, Superdrug has seen a rise in customers going au naturale with sales increasing by 80% in July.

The retailer also has plans extend the range further in its top 50 stores as well as adding over 30 new products from brands including HASK and Noughty to the microsite.

To celebrate the launch customers will be able to stock up on their favourites by saving a third on several household brands including Palmers, Shea Moisture and Korres until 23rd August. Customers will also get a free mini gift of Superdrug’s own brand coconut water shampoo & conditioner when they buy three products across haircare.

Megan Potter, Head of Beauty comments; ‘‘People are increasingly becoming more conscious and aware of the ingredients in their haircare - the same way they are with skincare. Customers want to know the products they are buying are natural and don’t contain chemical or harmful ingredients. It is no surprise that natural haircare has become a huge trend over the past two years and we’re delighted to offer such a great selection to naturalistas.”

Download press release as a PDF