Celebrating Coils, Curls & Waves as Ateh Jewel Takes the Helm

Superdrug Appoints Ateh Jewel as Creative Consultant for Coils, Curls & Waves

Award-winning beauty journalist and diversity advocate to shape textured haircare strategy

LONDON, UK – Superdrug, one of the UK’s leading health and beauty retailers, has announced the appointment of Ateh Jewel as its first-ever Coils, Curls & Waves (CCW) Creative Consultant. This long-term strategic role marks a significant step in Superdrug’s ongoing commitment to celebrating all hair textures and championing diversity across its beauty offering.

Ateh Jewel, a celebrated British beauty journalist, broadcaster, and advocate for representation in the industry, will work closely with Superdrug to advise on the textured hair category. Her expertise will guide the retailer in identifying new brands and products, both in-store and online, while helping to shape the future of Superdrug’s CCW strategy.

“Hair is so much more than just hair, it’s identity, culture, and self-expression. I’m thrilled to be working with Superdrug again to showcase their amazing products, brands, and tools available for coils, curls, and waves,” said Ateh Jewel. “This partnership is about representation, empowerment, and making sure everyone feels celebrated.”

As part of the collaboration, Ateh will curate “Ateh’s Picks”, a hand-selected range of must-have hair accessories and beauty favourites designed to empower customers to try her top recommendations. Products include:

• Superdrug BC&S Castor Hair Oil 100ml

• Superdrug BC&S Almond Hair Oil 100ml

• Cantu Avocado Leave-in Conditioning Cream 304g

• Creme of Nature Argan Oil Sulphate-Free Moisture Shine Shampoo 355ml

Simon Comins, COO at Superdrug, added:

“We’re incredibly excited to work with Ateh again. Her expertise and passion make her the perfect partner. Together, we have the opportunity to elevate our textured hair offering and ensure we’re delivering real choice for all hair types, helping our customers look and feel their best.”

This strategic appointment reinforces Superdrug’s mission to provide inclusive, high-quality haircare options for all generations. With Ateh’s insight, customers can expect an expanded range of textured hair products, from everyday essentials to the latest beauty innovations.

The full range of Coils, Curls & Waves products is available in Superdrug stores nationwide and online.