Superdrug Launches LGBTQIA+ Charity Checkout Initiative

THE WHAT? Superdrug has launched a new fundraising initiative in partnership with LGBTQIA+ charity Switchboard and micro-donation platform Pennies, allowing beauty and skincare shoppers to easily donate at checkout. Drag Race UK’s Tia Kofi is lending her voice on social media to boost awareness of the program, which enables customers to round up their purchases to support Switchboard’s helpline services.

THE DETAILS This marks an expansion of Superdrug’s six-year relationship with Switchboard, focused on funding its helpline and LGBTQIA+ resources. Through the Pennies platform, customers can ‘tap and donate’ small change — for example, £10 provides resources for LGBTQIA+ community centres, £17 funds a conversation with a trained volunteer, and £400 covers volunteer training. The initiative is live across all UK Superdrug stores just ahead of Pride Month, positioning the retailer as an inclusive beauty destination committed to meaningful causes. Superdrug Trading Director Megan Potter emphasized the retailer’s goal of driving positive change, while Switchboard CEO Stephanie Fuller highlighted the crucial support these donations bring to their daily operations.

THE WHY?  This partnership reinforces Superdrug’s brand positioning as a socially responsible beauty retailer that celebrates diversity and inclusion. By leveraging the reach of a high-profile figure like Tia Kofi and simplifying the donation process at the beauty counter, Superdrug taps into consumer goodwill, aligning everyday beauty purchases with support for the LGBTQIA+ community. The timing ahead of Pride Month strengthens brand relevance and amplifies visibility for both the cause and the retailer’s broader mission to champion underrepresented groups in beauty and personal care.

Source: Twelve.

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