Bold newcomer Trouble Maker has officially made its debut, launching exclusively at Superdrug and aiming to inject vibrant colour back into beauty routines.
With over 300 SKUs spanning every makeup category, the brand promises fresh innovation every month, with upcoming gifting collections and exciting collaborations already in development. Designed to deliver playful aesthetics alongside rapid product innovation at accessible price points, Trouble Maker positions itself as a dynamic force in the beauty market.
Targeting misfits, trendsetters, and creative explorers, the brand celebrates individuality and self-expression. As a Gen Zalpha-focused challenger brand—a fusion of Gen Z and Gen Alpha consumers who are at the forefront of beauty discovery—Trouble Maker is redefining what modern makeup stands for.
The brand founders, Sally and Adam Minto (founder of Revolution Beauty), worked fast to bring Trouble Maker from concept to marketing in less than a year. They commented, “What was once just a concept is now a reality – Trouble Maker is finally here.
“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.
“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.
“Trouble Maker is about stirring up the good kind of trouble – the playful, cheeky kind that makes everyday life way more fun. We celebrate individuality and believe our differences are what make us unique – and your makeup is the perfect way 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. We thrive on mischief, embrace the ‘weird,’ and prove that life’s way better when you don’t take it too seriously.”
The creative mind behind the brand
Trouble Maker’s Creative Director Alex Dignum commented on the process behind the creation of the brand. Alex commented, “As a Gen Z myself, it was important to listen to Gen Zalphas’ wants and build a brand on trends they’re loving but can’t afford.
“Our research showed that colour, self-expression and individuality are resurging in popularity. We knew we needed to bring bold colour back – something many of Gen Alpha are seeing for the first time after years of minimalist, clean girl aesthetic trends.
“Trouble Maker is expressive, current, collectable and colourful. Each product has its own personality, and the branding is fun, engaging and lives where our core consumer does – on their screens, in their feeds and in the shops they visit after school.
“At its core, Trouble Maker is a brand built with intention and created for a new generation. From packaging to product, every detail has been thoughtfully crafted to give Gen Zalpha what they deserve: a beauty brand that finally gets them.”
Trouble Maker is launching exclusively at Superdrug
Trouble Maker is bringing the experience back to in-store retail, with disruptive, interactive stands that make discovering Trouble Maker as exciting as using it.
The brand is launching exclusively in stores and online at Superdrug from 13th August 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.
When asked about the launch, Superdrug commented, “We’re thrilled to welcome Trouble Maker exclusively to Superdrug. This bold, playful brand speaks directly to our customers and perfectly complements our mission to offer cutting-edge beauty at accessible prices.
“With its vibrant personality, social buzz, and high-performing products from just £2, we’re confident Trouble Maker will become a standout favourite in our stores and online.”