Gen Zalpha Brand Trouble Maker Is Superdrug’s Biggest Beauty Launch

Cosmetics brand Trouble Maker is making noise with an exclusive launch at Superdrug.

Made for the misfits and creatives, it is a challenger brand designed for Gens Z and Alpha. The brand founders, Sally and Adam Minto (founder of Revolution Beauty), reportedly worked to bring Trouble Maker from concept to marketing in less than a year.

“We created Trouble Maker to fill a clear and growing gap in the beauty market: a brand designed for Gen Zalpha, a cross-generational demographic of Gen Z and Gen Alpha, who are craving authenticity, individuality, and beauty products that speak to them,” said the pair in a joint statement. “While the industry has been slow to respond to their needs, with competitors offering luxury products priced out of reach, we’ve done things differently. Trouble Maker delivers the best quality formulas at affordable prices, proving that quality doesn’t have to come with a high price tag.”

A Good Kind of Trouble

The founders say Trouble Maker is about stirring up the “good kind of trouble” – the playful, cheeky kind that makes everyday life more fun. It celebrates individuality and believes its differences are what make people unique with Trouble Maker a good place to start to show it off.

“Whether it’s sneaking a brow pencil into your school pencil case, rocking glitter on a Tuesday, or unapologetically eating dessert before dinner, we’re here for it,” said the founders. “We thrive on mischief, embrace the ‘weird’ and prove that life’s way better when you don’t take it too seriously.”

The brand is launching exclusively in stores and online at Superdrug from Aug. 13 and is expected to land in over 400 stores nationwide by the end of October, making it the biggest new beauty brand launch in Superdrug history.