The company launched its own fashion brand True Spirit last year and sells a range of trend-led jewellery, watches, hosiery and accessories such as bags, belts and umbrellas.
Kate Moss was spotted with a tote bag from the range earlier this year, creating widespread coverage for the newly-launched fashion brand.
Price has been an important consideration for True Spirit, with a company policy to be 'the best value on the high street'. All winter evening bags are£4.99, earrings start at 99p and the tote shoppers favoured by Moss are£2.99.
Superdrug has used the buying power of being part of the world's largest health and beauty retail group - A.S. Watson Group, which operates over 7,500 stores worldwide - to keep prices competitive.
Superdrug fashion director Gary Donoghue said: 'Our customers know to come to us for beauty must-haves and the introduction of fashion jewellery and accessories made sense.
'The focus on price and fast fashion has driven the growth of the brand. The world's top supermodel choosing to take one of our bags to a party and leaving the Superdrug label on didn't hurt either.'
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