Surcare, the sensitive-skin laundry brand owned by McBride, has unveiled a new identity that puts skincare and wellbeing at the heart of its offer.
Launching under the ‘Love your laundry, love your skin’ campaign, the redesign introduces updated packaging and branding to position laundry as part of a skincare routine.
It marks the first stage of a wider transformation, which includes plans for a celebrity ambassador, new product development, expanded retail listings and an e-commerce site. McBride has backed the relaunch with a 350% increase in branded investment year-on-year, positioning Surcare as a flagship brand.
The move aims to reframe laundry from a chore to a skincare ritual for households prioritising skin health and ingredient transparency. With 31% of shoppers managing sensitive skin and 24% actively seeking gentler products, the redesign broadens Surcare’s appeal beyond the allergy market. All products remain dermatologically approved and free from fragrance, dyes and enzymes, reinforcing the brand’s care-first positioning.
The refreshed range will begin rolling out in stores from January, supported by a dedicated brand team driving strategy, innovation and market execution.
