Hungarian beauty challenger Geek & Gorgeous has landed its first UK high street listings, rolling 19 skincare and cosmetics lines into Superdrug.
Products include Jelly Joker 150ml skin cleanser, Mighty Melt Cleansing Balm 98ml, Liquid Hydration, 110ml toner and Happier Barrier 50ml moisturiser.
Currently available from Superdrug’s website and Westfield Stratford City branch, they will roll out to 32 of the retailer’s larger locations in coming months. Prices range from £7.99 to £21.99.
Geek & Gorgeous’s range will feature in ‘Beauty Playground’, Superdrug’s new marketing initiative across 30 stores. It allows shoppers to test products and interact with displays of new and exclusive brands. There are also stations with ring lights for creating social media beauty content, and brand ambassadors are available in-store to offer personalised advice and give demonstrations.
Geek & Gorgeous is the brainchild of Judit Rácz, cosmetics scientist and founder of INCIDecoder, the skincare website that invites users to “decode ingredient lists like a pro”.
Having made its UK debut three years ago as a DTC player, the science-led brand promises “products with clinically proven active ingredients in cosmetically elegant formulas that are efficient, high quality and incredible value for money”.
The Superdrug listing comes after Geek & Gorgeous landed in 5,000 branches of DM-Drogerie Markt in Germany last year.
“After our success in Germany, we started to believe that maybe we could do it in other countries,” said Rácz. “Coming from a small Eastern European country, being stocked somewhere like Superdrug in a prestigious market like the UK is something I would have never thought or imagined would happen. It’s just mind-blowing.”
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