Superdrug drafts in Jack Monroe over cost-of-living crisis

The health and beauty specialist has now locked prices on 130 of its own-brand products including toothpaste, deodorant and cleansing wipes, while its partnership with Monroe, also known as the Bootstrap Cook, will focus on keeping personal care products affordable. 

Monroe told The Times that “hygiene poverty” was becoming another symptom of the burgeoning cost-of-living crisis as the cost of items like soap, toothpaste and tampons surge. 

“It’s embarrassing to not be able to afford things that others might take for granted, like soap, tampons, deodorant, toothpaste and shampoo. Hygiene poverty is fast becoming a hidden impact of the cost-of-living crisis.”

Superdrug, which is owned by Hong Kong-based millionaire Li Ka-shing, said Monroe would help customers to understand how to shop for health and beauty products more cheaply. 

Monroe made headlines earlier in the year after grocery giant Asda made its budget Smart Price and Farm Stores ranges available across all of its 581 stores and online after complaints from the campaigner. 

Monroe had highlighted Asda in tweets critical of grocers removing value and budget ranges from their shelves or increasing prices when the sector had enjoyed bumper sales and profits during the pandemic.