InnovaDerma to launch exclusive skincare brand with Superdrug

By

Barbara Santamaria

Published
Nov 1, 2019

UK cosmetics manufacturer InnovaDerma is working on a new skincare-related category that will launch exclusively across all 800 Superdrug stores in the UK.

The launch will generate revenues of more than £80 million per year, as the product is expected to disrupt a largely under-invested category in skincare, InnovaDerma said.

The company behind personal care brands including Charles + Lee, Skinny Tan and Roots added that the new brand will launch with a collection of nine products, which will be featured in a prominent space within Superdrug stores as well as via its direct-to-consumer platform in the first quarter of 2020.

“We are very excited about launching our new category in Superdrug. Our new brand has been formulated and packaged with the intention to disrupt a large, previously underinvested category and additionally presents a significant opportunity for us to cross-sell to our large DTC consumer base as consumers of self-tan are high purchasers of these type of products,” said Kieran Callan, chief executive officer of InnovaDerma.

“Continuous innovation is fundamental to growing our business and we believe our new brand will be a driver for future growth."

The company is keeping further details, such as the category and brand name, under wraps until closer to launch date.