Since 2010
In February 2010, Superdrug became a BUAV approved retailer,[10] joining several other high street chains in pledging its own brand products will be free from animal testing. All Superdrug own label products carry the leaping bunny cruelty free logo. This does not, however, cover products made by other brands that are sold in the shop.
During 2010, Superdrug went into partnership with sister company The Perfume Shop by trialling shop-in-shop concessions. The partnership was tried in eleven shops of Superdrug, including; Aylesbury, Milton Keynes, Bury, Glasgow, Westfield London and Kensington High Street.[11] In January 2018, Superdrug were recognised by the Institute of Customer Service, placing fourth in the United Kingdom for Customer Satisfaction (UKCSI), with Yorkshire Bank in third, First Direct second, and Amazon first.
In September 2015, Superdrug announced the launch of a new app for customers to track their Superdrug Loyalty Points.[12] This app eventually became the Superdrug Shopping App, which allows customers to order retail items from Superdrug branches online.[13][14]
In May 2017, Superdrug relaunched their own brand "B. Makeup",[15] and in September 2017 made history[16] when they announced British model Georgie Aldous as their first male model in a make-up campaign.[17][18]
On 22 March 2018, Superdrug opened their first vegan only pop-up shop at Shoreditch’s Boxpark. Superdrug said it was in response to increased demand for plant-based and cruelty-free beauty products. The shop showcases Superdrug's own brand beauty and cosmetic products, and also exclusive branded products that are friendly to vegans.[19]
In August 2018, Superdrug was the subject of a blackmail attempt using data obtained from its website via credential stuffing.[20]
Superdrug lost a court case in December 2019 resulting from words in an email issued by the company's buyer, "Please go ahead with the below", referring to supplier Athena Brand's proposals to supply a minimum quantity of Nature's Alchemist products. The words were interpreted as creating a contract between the two parties, and by inference appeared to mean that the buyer had authority to enter into such a contract.[21]
In April 2020, it was announced that Superdrug was rolling out a new Pharmacy app to its stores across the UK, in partnership with Healthera.[22] The app allows Superdrug patients to order prescriptions and book services online.[23][24]
Since 2021, the company sponsors the UK-wide medicine packet recycling programme under which used medicine blister packets can be handed in at 195 Superdrug branches (those with in-store pharmacies), for processing by TerraCycle.[25]
