Trouble Maker

Trouble Maker launched on August 13, 2025 from the team behind Revolution Beauty — founders Sally and Adam Minto built the brand from concept to shelf in under a year, designed specifically for what they call Gen Zalpha, the cross-generational audience of Gen Z and Gen Alpha shoppers driving the colour cosmetics category. The launch was the biggest new beauty brand debut in Superdrug's history, with nearly 300 SKUs spanning foundation, concealer, brow, primer, setting mist, face palettes, eye, and lip — all priced from £2 to a £10 ceiling, with an average price point of just £5.

Trouble Maker is built around bold, fun, unapologetic packaging and high-frequency trend response — products designed to be cheap enough to experiment with, social-ready enough to post, and broad enough to cover an entire face for under £20. The brand is exclusive to Superdrug in the UK (now in 400+ stores) and is rolling out internationally across Europe, the Middle East, GCC, India, and Spain in 2026. With nearly 400 SKUs planned within the first year, it sits at the most aggressive end of UK budget cosmetics.