Surcare unveils new brand design

Surcare, the trusted sensitive skin laundry brand, has revealed a bold new redesign as it looks to shake up the category and permanently change the way consumers think about laundry.

Under its new ‘love your laundry, love your skin’ campaign, Surcare is encouraging households across the UK to see laundry not as a functional chore, but as an active part of their daily skincare and wellbeing routine.

The new packaging represents the first stage of a wider rebrand that will be followed by the announcement of Surcare’s first celebrity brand ambassador, a range extension, major new retail listings, and the launch of the brand’s own e-commerce website in due course.

This rebrand also aligns with brand owner McBride’s broader transformation strategy. Historically known as a leading own label manufacturer, McBride is now stepping up investment in the branded space, inspired by the strong performance seen across the category.

‘Our redesign is more than just a new look,’ said Pavan Chandra, who leads marketing strategy and implementation for Surcare and other McBride owned brands. ‘It represents where the brand is headed. We want to reshape the role laundry plays in people’s lives to show that exceptional cleaning performance and skin kind care can and should go hand in hand.’

Pavan continued, ‘In a category where brands are competing for similar shoppers, Surcare sees a clear opportunity to stand out through genuine care, clarity, and product integrity. By offering consumers kinder to skin solutions without compromising on cleaning performance, Surcare brings true incrementality to the category, attracting shoppers with unmet sensitivity needs rather than simply shifting share from existing products.’

The redesigned Surcare range will begin rolling out in stores from January.