Health and beauty retail chain Superdrug has confirmed an immediate price freeze on over 100 everyday products, as the cost of living crisis becomes front of mind for shoppers.

The price freeze – which will be in place for at least a year – will apply to essential items across personal care, beauty and health, ‘to give customers peace of mind that prices won’t increase, when inflation is already at its highest since 2011’.

Jamie Archer, own-brand director at Superdrug, comments: “As a retailer we have always had accessibility and value at the heart of what we do. It is really important to us that we support our customers as much as we can throughout the cost of living crisis, so we have taken the decision to freeze prices on over 100 everyday health and beauty essentials.

“We’ve selected a range of customer favourites, along with everyday essentials to include in the price freeze to ensure that our shoppers can benefit from our prices and quality across the must-have aspects of their lives. With categories from oral health to period products and hair care all being price frozen, we hope this enables our customers to continue to take care of themselves to a standard that they are used to.”