Superdrug trades from nearly nine hundred shops across the United Kingdom and Ireland, and also serves Denmark, Finland and Sweden online.

In 1964, Superdrug was incorporated under the name Leading Supermarkets Limited by the Goldstein brothers in London, both of whom had experience working in the groceries retail industry.

[5] The sale allowed accelerated growth of the brand through utilisation of Kingfisher's surplus high street property portfolio and substantial financial assets.

In 1995, the company began a rebranding programme, which saw it leave behind its discount heritage and move upmarket, with a new corporate identity (including the introduction of a new star symbol as its logo) – under the banner "the real beauty is the price" – and new larger shops in prime retail locations.

It was restructured as a public limited company on 24 July, becoming Superdrug Stores plc,[7] and Kruidvat was subsequently sold to A.S. Watson, the retail and manufacturing business of the Hong Kong conglomerate CK Hutchison Holdings, formally Hutchison Whampoa, in November 2002.

Signage was also changed with the introduction of the new logo, with stores being branded as "Superdrug HealthBeauty", and the website gaining the tagline "Health & Beauty from A.S. Watson", to signify its new ownership.

In April 2006, Superdrug entered the Irish market, and in Britain began rolling out its "next generation" shops, the first of which opened in Uxbridge.

In February 2010, Superdrug became a BUAV approved retailer,[9] joining several other high street chains in pledging its own brand products will be free from animal testing.

The partnership was tried in eleven shops of Superdrug, including; Aylesbury, Milton Keynes, Bury, Glasgow, Westfield London and Kensington High Street.

[19] 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.

[20] 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.

[27] In December 2007, Superdrug withdrew a women's punch bag following complaints from anti domestic violence campaigners.

The man-shaped product encouraged women to insert a photo of a male in the punch bag's face and had an arrow pointing at the groin stating "kick him here".

[31][32] On 1 October 2010, the campaign Take Another Look was launched by Superdrug to encourage customers to "Take Another Look" at the company, which featured Gavin & Stacey star Joanna Page who was also brand ambassador.

Readers will be able to use their smartphone to view interactive video content, and access exclusive news and tips by scanning digital watermarks embedded in the magazine.

[37] In 2015, Superdrug adapted their loyalty card in order to appeal to more of a mass market, renaming it Health and Beautycard.

KVH Studios worked together with the Superdrug Social and Marketing team, alongside content marketing agency, The River Group, to create and launch an eight-episode series of podcasts, hosted by television and radio presenter Vick Hope, and featuring celebrity guests and industry experts.