Nominate in the bCreator Awards 2024

Gemma Mason

Gemma Mason

Gemma joined Superdrug in 2004 working in various different roles in marketing and now holds the role Head of Marketing looking after CRM, shopper marketing, promotions, Brand and social. Gemma Mason has been committed to celebrating diversity, inclusivity and self-expression on behalf of the retailer for almost two decades.

In 2016 she launched the now market-leading Shades of Beauty campaign, challenging cosmetics suppliers to make their shade ranges more inclusive and leading to products for black and Asian skin tones becoming more accessible on the highstreet. 

She has championed Superdrug’s Pride campaigns, spreading awareness and helping amplify the voices of the LGBTQIA+. And she leads a collaboration with Unilever which has so far funded over 266 volunteers and 7,000 hours of calls for the charity Switchboard, which supports those communities. Beauty Without Bias and Itty Titty are among the other taboo-breaking campaigns Mason, who is responsible for CRM, Own Brand, shopper marketing, promotions, Brand and social has led.

In 2016 Gemma was awarded the Worldpay Everywoman in Retail Ambassadors Award.

Gemma was resolute in her approach launching Marketing and PR campaigns like Shades of Beauty, Superdrug Presents and supporting Modern Muse, a charity organisation that aims to allow girls to reach out to companies and access role models that inspire and encourage them to build a career.

In 2018 Gemma went on to win the Women in Marketing -Change Maker Award and Best PR campaign 2018 for non-medicine at the OTC awards for the “Know your status campaign.”

She also launched the first beauty retailer TikTok campaign which racked up an astonishing 1.5billion views and has been instrumental in the growth of the business’s social presence, growing its combined following to over 5m.

In 2023 Gemma was award a with Campaign 40 over 40 in recognition of her work within the marketing and retail industry with the judges commenting; “Ticks every box, a total role model for the younger and older generations, always looking for new opportunities for her brands, a working mother who still takes the time to drive forward inclusivity for all, makes me proud to be in this industry.”

Outside of work Gemma has two young daughters so understands the challenges of being a working mum. Gemma also sits on the Corporate advisory Board for the charity Mothers2Mothers which she absolutely loves being a part of and is proud of the amazing work the charity does.