The firm boasts that sales of grey hair dye are flying off the shelves, giving all the credit to teen vlooger Zoella after she posted a video pretending to have embraced the "granny hair" trend and dyed her locks silver.
Since Zoella posted a photo on Twitter of her granny chic look last month, Superdrug has seen an increase in sales of grey hair dyes by more than 30 per cent.
Though Zoella’s grey haired look was revealed to be a wig she’s not the only celebrity embracing the trend. Rihanna, Kylie Jenner and Little Mix’s Jade Thirwall have all recently opted for a grey hue over their natural brunette colour.
That's all well and good, but The Capitalist knows that City grandees have been sporting the trend for years. We would've thought that silver haired Peter McNab, the chief executive of the beauty retailer, would've liked to blow his own trumpet on this one.