# Online Beauty Marketplaces Superdrug and Mirakl Introduce a Health and Beauty Online Marketplace By Kanesa D | Published 2022-11-21 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/superdrug-1 References: [retailtechinnovationhub](https://retailtechinnovationhub.com/home/2022/11/21/superdrug-goes-live-with-mirakl-powered-health-and-beauty-online-marketplace) & [superdrug](https://www.superdrug.com/)  Superdrug, a UK-based health and beauty retailer, has recruited over 300 brands for the Superdrug Marketplace, an online market that is dedicated “to promot[ing] diversity by supporting entrepreneurs and small businesses within the industry and [...] dramatically increas[ing] our range on Superdrug.com, broadening and strengthening our accessible beauty and health offering to our customers," as quoted by Marketing and E-commerce Director Matt Walburn. Together with [Mirakl](https://www.trendhunter.com/trends/boohoo-marketplace), the Marketplace platform was created. KPS was hired to integrate the [Mirakl technology](https://www.trendhunter.com/trends/criteo-and-mirakl-ads) into the [SAP](https://www.trendhunter.com/trends/checkoutfree-technology) e-commerce infrastructure used by Superdrug. Due to the brand’s new growth, Superdrug can offer a wider selection of carefully curated products, effectively meeting the needs of its customers while also going above and beyond. Image Credit: Minerva Studio ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 32% | Activity: 33% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What's Driving This Trend - **Online Beauty Marketplaces:** The rise of online beauty marketplaces will lead to increased competition amongst retailers and promote diversity and support small businesses within the industry. - **Curated Product Selections:** Curating product selections based on consumer needs and preferences will become increasingly important for online retailers to stay competitive in the market. - **Integration of Marketplace Platforms:** The integration of third-party marketplace platforms, like Mirakl, into a company's e-commerce infrastructure will become more popular as retailers look to expand their product offerings and grow their customer base. ### Who This Affects Most - **Beauty Retail:** The beauty retail industry will benefit from the increased competition and consumer focus on diversity and curated product selections. - **E-commerce:** E-commerce companies will have more opportunities to integrate third-party marketplace platforms and broaden their product offerings to better meet the needs of customers. - **Technology Integration:** Companies specializing in e-commerce technology integration, like KPS, will see an increase in demand as retailers look to expand their online marketplace capabilities. ## Related on Trend Hunter - [Pharmacy K-Beauty Expansions](https://www.trendhunter.com/trends/superdrug-kbeauty.md) - [Multi-Brand Shopping Hubs](https://www.trendhunter.com/trends/boohoo-marketplace.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Virtual Personal Care Metaverses](https://www.trendhunter.com/trends/superdrug-2.md) - [Beauty Retailing Expansions](https://www.trendhunter.com/trends/revolution-beauty-joins-amazon.md) - [One-Stop Wellness Marketplaces](https://www.trendhunter.com/trends/the-market-place.md) - [Expanded Tech Marketplaces](https://www.trendhunter.com/trends/best-buy-3.md) - [Expanded Technology Marketplaces](https://www.trendhunter.com/trends/best-buy-2.md) - [In-Person Beauty Events](https://www.trendhunter.com/trends/superdrug-presents.md)