Superdrug has appointed Gemma Collins as its ‘Beauty Boss’ ambassador to promote its festive seasonal offerings and in-store beauty services.

The former star of The Only Way Is Essex will host a YouTube mini-series where she invites friends and family for chats and beauty treatments at her fictional Superdrug Beauty Studio.

The comedic series will feature celebrities relaxing in her salon chair, enjoying everything from makeup to nails and fake tan.

Superdrug’s CCO, Simon Comins, said: “The GC is the perfect partner for Superdrug this festive season. With her candid opinions, expert eye for beauty, and touch of diva, we know she resonates with our customers.

“We are excited to welcome Gemma to the Superdrug team and can’t wait to share her hilarious Beauty Boss series with Superdrug and GC fans.”

The first of three episodes aired yesterday (22 October) on the retailer’s YouTube channel, featuring ex-Towie and House of Sims star Chloe Sims visiting the ‘GC: Beauty Boss’ for a luxury gel pedicure.

Episodes two and three will premiere on 6 November and 4 December, respectively, showcasing podcaster and YouTuber Adeola Patron joining Gemma to discuss Black Friday deals and unwrap Christmas gifts.

Regarding the partnership, Collins said: “I am so excited about this partnership with Superdrug because, since I was a young girl, it was my go-to place. It’s always fun shopping at Superdrug, and it gets even better at the till with fabulous extras like members pricing and VIP Rewards.”

“It’s literally like heaven to me. I wanted to get involved in this campaign because everyone has had a bit of a year with the cost-of-living crisis, but there are so many amazing offers at Superdrug. Father Christmas and Mrs. Claus really have come to town this Christmas at Superdrug.”