Superdrug and Unilever celebrate Pride with support for Switchboard Helpline

Superdrug unites with Unilever and other brands to donate £55,000 to Switchboard Helpline


Pictures: provided

A one-stop shop for all your health and beauty essentials, Superdrug is something of a gay man’s paradise.

For several years now, the popular high-street retailer has marked Pride in store in partnership with Unilever and other brands, but this year Superdrug is taking its allyship with the LGBTQIA+ community to new levels.

As part of a long-term commitment to Switchboard Helpline, Superdrug is proud to continue its support of this essential, nationwide LGBTQ+ charity.

What’s more, it is launching its very first Pride capsule collection to spread the word about Switchboard Helpline while helping you look and feel your best for the Pride celebrations.

For the past five years, Superdrug and Unilever have jointly donated to Switchboard Helpline. This continues with a £30,000 donation from Unilever.

Superdrug is also partnering with brands including Britney Spears Fragrance, Durex, and Berocca (on top of its own-brand offering), to commit to a total donation of £55,000 to Switchboard for 2022.

Other brands taking part in the United We Stand Pride event are Clean & Clear, Elf, Eylure, Sally Hansen, Marc Jacobs and NYX, with contributions to charity partners Glaad, Just Like Us, It Gets Better UK, The Albert Kennedy Trust, and UK Black Pride.

To tie in with the launch of the Pride range, Superdrug’s own-brand champions are pleased to continue their support of Switchboard Helpline by donating £10,000.

This will help the charity provide its vital service for the LGBTQAI+ community by funding training and support for 22 new volunteers — equivalent to answering more than 1,700 calls, instant messages, and emails in a year.

Superdrug and Unilever will also host a number of events in-store and elsewhere to celebrate Pride this year.

This includes the return of the fabulous Superdrag events at the Brighton and Manchester stores and their take on a classic and iconic High Tea.

Superdrug and Unilever are also delighted to be sponsoring Croydon Pride, a location that has played an important part in Superdrug’s heritage.

Pick up a limited-edition Pride collection in store

Superdrug’s limited-edition, own-brand Pride capsule collection has six essentials perfect for Pride:

1. Superdrug Pride edition 14 lash with diamantes for eyelash volume, length, and sparkle.

2. Studio London by Superdrug 24-piece rainbow-tipped set in Almond Gloss for fierce nails.

3. Superdrug Pride-themed foot socks infused with orange extract — for kissably soft tootsies.

4. Studio London by Superdrug rainbow blending sponge for acing your base.

5. Studio London by Superdrug four-piece rainbow eye tool set for perfect peepers.

6. Superdrug fruit lube for when you want to be more than friends.

For more information or to order the Pride collection products online, visit

The Switchboard LGBT+ helpline can be contacted on 0300 330 0630 or people can email: [email protected]