Love Your Laundry. Love Your Skin. Introducing the new Surcare

After months of strategic thinking and creative collaboration, Surcare’s new look is finally here.

Quince has worked closely with Fearless Union and Pavan Chandra, Marketing Manager for Surcare, to help reshape every touch-point of the brand. More than a packaging refresh, the rebrand has redefined Surcare’s strategic role in the category and sets the foundation for significant growth across retail, digital and brand experience.

For more than 30 years, Surcare has been known as a dependable solution for those managing sensitive skin and allergies. The new Suracre positioning builds on that heritage, while boldly reframing the category itself by educating consumers on the link to skin health.

Under its new platform, “Love your laundry. Love your skin.”, Surcare is encouraging households to see laundry not as a purely functional chore, but as an active part of everyday skin care and wellbeing. After all, from clothing and towels to bedding and babywear, fabrics are in constant contact with our skin, making what we wash them in more important than many people realise.

The new packaging is cleaner, calmer and more confident, designed to stand out on shelf while clearly communicating Surcare’s skin-kind credentials. Shot by Double the Sugar Studios, it’s the first step in a wider strategy that aims to normalise “skin-friendly laundry” as an everyday choice and not just a specialist solution.

With 31% of shoppers managing sensitive skin and 24% actively seeking kinder-to-skin products, the redesign enables Surcare to connect with a broader audience. Beyond allergy-led purchasing, the new look appeals to households prioritising skin health, ingredient transparency and effective cleaning, even at lower temperatures.

Every product in the Surcare range remains dermatologically approved and free from dyes, fragrances and enzymes, reinforcing its reputation as a safe, reliable choice for the whole family.

The rebrand also aligns with a wider transformation taking place at Mcbride, Surcare’s owner. Historically recognised as a leading own-label manufacturer, McBride is now significantly increasing investment in its branded portfolio, with Surcare at the forefront of this renewed focus. Investment in the company’s brands has increased by 350% year-on-year, which is a clear signal of ambition and belief in Surcare’s future.

To support this growth, a dedicated brand team has been established to lead Surcare’s repositioning and expansion, overseeing innovation, packaging roll-out, new retail listings and the launch of the brand’s own e-commerce platform.

The redesigned Surcare range will begin rolling out in stores from late January, with ambitious plans for future growth including range extensions and a programme of marketing activations with a new brand ambassador - more to be revealed soon!