Superdrug has revealed what beauty products British consumers are putting in their shopping baskets this summer.
Using shopping data from Superdrug’s Health & Beautycard community of 19 million customers, the #YouBeauty campaign reveals the different beauty trends across the UK.
While products such as Elf Power Grip Primer, Got2b Freeze Blasting Spray, and Vaseline’s Cocoa Radiant Body Oil are trending nationwide, a city-to-city analysis highlights more local insights.
- Brighton is the freshest with fruity body care that smells like summer. The Superdrug Fruity Coconut & White Peach Shower Gel tops the list.
- Liverpool is the king or queen of brows, with Got2b Glued 4 Brows & Edges, proving the Northwest knows a power arch when it sees one.
- Edinburgh’s in its SPF era with La Roche-Posay SPF 50, showing the Scots are seriously sun-smart, even though the sun might be lacking most days.
- London is always going bold with the colour-shifting Barry M Genie Lip Paint, giving main character energy across the capital.
- Belfast is in detox mode as the Superdrug Cleansing Charcoal Mask flies off shelves for that clean-skin comeback.
- Leeds is sweet on skincare reaching for Superdrug Extracts Cherry Blossom Scrub to keep things smooth and sweet.
- Birmingham’s locking in their look with Studio London U Dew U Setting Mist, the ultimate choice for perfecting the Midlands glam.
- Cardiff’s got sky-high standards (literally!) with Maybelline Sky High Mascara, making Welsh lashes the main event.
- Bristol’s all about the bubbles and soaking it all in with the I Heart Love Crush Bath Fizzer fizzing into top place.
Simon Comins, chief operating officer at Superdrug, said: “We’re thrilled to unveil #YouBeauty, a campaign that puts our customers and their shopping choices at the heart of the conversation. This is all about what our customers across the country are using, loving, and coming back for.
“What’s amazing is just how individual these beauty habits are. From bold brows in Liverpool to specialist suncare in Edinburgh, it’s clear that beauty in the UK isn’t one-size-fits-all; it’s personal, regional, and constantly evolving. We’re proud to shine a light on the everyday icons and viral heroes that are really making an impact in people’s routines, and to celebrate the beauty of real choice.”
Superdrug is bringing the #YouBeauty campaign to some of its stores. Its Brighton Churchill Square, Liverpool One, and Edinburgh Princes Street outlets will spotlight each city’s top beauty obsessions with live events, influencer appearances, and an exclusive ‘Unlock Your Beauty Best-Seller’ game.
