Superdrug has signed over 200 brands to its upcoming online marketplace.
The new platform will see brands, from premium to start-ups, partner with the health and beauty retailer to offer their products.
The marketplace is set to go live in September, with brands continuing to be recruited ready for launch.
It will be “seamlessly integrated” onto Superdrug’s existing website, providing customers with a “smooth journey” for purchasing products.
As well as beauty brands, Superdrug has partnered with reusable nappy brand TotsBots and wearable accessories brand Popmask, to broaden the customer offering.
The marketplace will also focus on growing trends like homegrown, female founded, sustainable and inclusive new brands, according to the company.
“We have a long track record of supporting entrepreneurs and small businesses and promoting diversity and inclusion within the industry,” Superdrug ecommerce director Matt Walburn said.
“Superdrug Marketplace is the logical next step for our business.
“As well as further strengthening our accessible health and beauty offering, it’s designed to help remove listing barriers for innovators in the market and provide hundreds of offline and online businesses with a flexible business opportunity and support they need to succeed in the digital world.”