Why banana face cream was a hit

A MAKE-UP powder made popular by Kim Kardashian helped profits at Superdrug surge.

The cosmetics giant said cheaper versions of the socialite’s favourite banana powder – a yellow one that hides creases around the eyes – was its bestselling product last year.

Bargain-hunting shoppers flocked to its Makeup Revolution banana powder, which sells for £5, and its Gosh Cosmetics banana powder, priced at £10. Upmarket Ben Nye banana powder, favoured by Kardashian, sells for £25.

Profits for the year ending December 2016 surged 41pc to £80.4m from 356.8m in 2015, while sales surged 10.4pc to £1.2bn. Like-for-like sales rose 7.8pc. Superdrug, whose parent firm AS Watson is owned by Hong Kong billionaire Ka-shing Li, added that cosmetics sales had soared over 14pc, helping it achieve a market share of 30pc for the first time.

Its healthcare and welfare range grew 12pc – thanks to its wider range of health and fitness products and the growth of Online Doctor, a prescription service which dispenses direct to customers’ stores or nearby stores.

The results are a boost for AS Watson, which is believed to have bid £1bn for Holland & Barrett but lost out to Russian billionaire Mikhail Fridman.