Cheltenham-born male grooming brand launches in Superdrug

Hawkins & Brimble

Male grooming brand Hawkins & Brimble will launch into Superdrug stores this autumn, marking the Cheltenham-born brand’s biggest wholesale deal to date.

The range, which includes shaving cream, beard oil, daily moisturisers and hair pomades, will launch into stores in October, with three products stocked in 800 stores, two products in 600 stores and the full 13-piece range in 375 stores, across the whole of the UK.

Hawkins & Brimble’s range spans premium quality hair, beard and skin care products designed for men.

Products are formulated with natural ingredients including shea butter, cocoa butter, coconut oil, jojoba oil and caffeine, created at barber- grade to yield unrivalled results, with prices ranging from just £6.95 – £16.95.

The brand’s launch into Superdrug comes hot on the heels of a recent deal with, as well as existing partnerships with Waitrose, Sainsburys and Ocado, and ties in with international expansion into the USA, India, China and Middle East.

Brand founder and CEO, Stephen Shortt, said: “We are delighted to now be working with Superdrug as one of the UK’s leading pharmacy chains.

“The partnership will open up a new audience of younger consumers who have been asking for our products across the UK, and increase our footprint in central London, as well as across cities nationwide.”