The battle of the big beauty retailers expanding into key locations continues with Superdrug now open in Westfield London, White City.

The new 9,100 sq ft “state-of-the-art” destination for health, beauty, and wellbeing, forms part of Superdrug’s wider growth strategy, which includes the launch of 25 new stores across the UK in 2025.

The flagship was officially opened by television personality Ekin Su while a pink Superdrug bus was parked near the shopping centre’s entrance, “creating a focal point in Shepherd’s Bush to ‘Paint White City Pink’”.

With an “elevated retail experience, combining a comprehensive product offering with professional beauty and healthcare services”, the store features a large international skincare range including the retailer’s largest-ever stand for its exclusive cosmetics brand, Troublemaker.

It also features Superdrug’s own-brand cosmetics range, Studio London, as well as other best-selling ranges such as B. Skin, Me+, Vitamin E, and Optimum.

Adding to the in-store experience a dedicated Beauty Studio offers “professional treatments at affordable prices” including brow, nail and piercing services. In addition, the store ha a new nurse-led aesthetic clinic, offering treatments from travel vaccinations through to Botox.

Alongside a premium fragrance counter, its new in-store technology allows digital screens “to have the power to transform the store into a high-value advertising platform, enabling Superdrug suppliers to target the right customer, with the right advert, at the right time”.

The Westfield White City opening makes it one of 30 Superdrug destinations nationwide to feature the innovative Beauty Playground concept, “which is redefining the in-store experience for customers”. 

Positioned as a hub for beauty discovery, it enables customers to test and trial the latest products, interact with new and exclusive brands, and receive expert guidance from trained brand ambassadors. The concept also incorporates content creation spaces, including social stations with ring lights, allowing shoppers to capture and share their experiences in-store.

Superdrug CEO Peter Macnab said: “With this larger space, we’ve challenged ourselves to create an immersive destination for today’s beauty customer, whilst always providing great value and accessibility. Our new Westfield store combines engaging customer experiences with exciting career opportunities, creating 70 new jobs, further supporting the local economy.”