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Superdrug Stores PLC (Superdrug), a leading health and beauty retailer in the UK, had achieved its commercial excellence through offering several products including cosmetics, fragrances, personal electrical devices, hair care products, prescription medicines, and dieting aids in the market. The company had adopted different growth-oriented strategies to improve its business presence. Also, it had emphasised on providing offline as well as online services to thrive the overall business. However, in 2022, the UK had faced a severe cost of living crisis across the country. The inflation had pushed the price up on supermarket shelves, energy bills, and petrol pumps across the UK. The crisis had badly affected the business of Superdrug. Subsequently, the company had adopted strategic measure to freeze prices of its products. Further, it had rolled out the 'cost of living' campaign with poverty activist Jack Monroe. Moreover, Superdrug's online trading had significantly increased, despite experiencing the challenges of the COVID-19 pandemic. The health and beauty retailer had further recorded a 103% increase in sales of its 'Studio Brow Razors'. In this context, would Superdrug be able to combat the rising cost of living crisis?