Health and beauty retailer Superdrug has reported a significant rise in sales of budget skincare products as customers chose to spend less on premium products.

Sales of Superdrug’s own-brand Simply Pure range saw a 30% increase overall with sales of the Simply Pure Hydrating Serum seeing a 700% rise.
Simon Comins, Superdrug buying director said: “When it comes to beauty sometimes the simple option is the best, and the most cost effective. But if customers are looking for innovation then they are lucky that the high street is moving fast to offer budget alternatives to designer brands.