Superdrug has announced the launch of 30 new ‘Beauty Playgrounds’ across the country, designed to offer customers immersive and interactive beauty experiences.

The first experiential activation launches today (25 June) in its flagship store at London’s Westfield Stratford before rolling out across 30 of Superdrug’s destination stores, including Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids, by August 2025.

Part of its ‘Beauty is our Duty’ mission, the Beauty Playground concept aims to go beyond the traditional shopping experience, acting as a hub of beauty discovery, where people can explore brands, access beauty services, receive expert advice, and create content while they shop. The launch also supports Superdrug’s O+O (Offline plus Online) strategy, which aims to deliver a seamless omnichannel experience.

“With Beauty Playground, we’re reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs.”

Simon Comins, Chief Commercial Officer, Superdrug

“The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer,” added Comins.

At the Beauty Playgrounds, shoppers can expect to discover ‘Try Me Tables’ for hands-on product testing and experimentation, interactive fixtures showcasing new and exclusive brands, social stations with ring lights for content creation and brand ambassadors offering personalised guidance and live demonstrations.

The retailer has partnered with several new and exclusive brands to bring the concept to life, including mood-bosting fragrance and bodycare brand Daise as well as the natural skin and haircare line Delhicious, and the Korean-inspired viral brand Smuuti.

Jaimee Lupton, Founder of Daise, added: “Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences.

“We see this as an exciting extension of the in-store experience for the beauty-savvy shopper, and it’s something we’re thrilled to be part of.”