Our partners at Superdrug have this week shared new insights into UK beauty spending habits, drawn from the shopping behaviour of its 19 million Health & Beautycard members.
These findings highlight a significant shift towards products that offer real, visible results, alongside a growing demand for high-performance beauty staples that combine effectiveness with value.
The study found beauty favourites and habits changed across regions – Liverpool’s hero product was the Got2b Glued 4 Brows & Edges for bold brows and the favourite in Edinburgh’s was La Roche-Posay SPF 50 suncream.
Nation-wide hero shopping choices include the Elf Power Grip Primer, along with the Got2b Freeze Blasting Spray. Other favourites include Superdrug’s Vitamin E Facial Mist ‘mist-and-go’ and Vaseline’s Cocoa Radiant Body Oil.
Uncovering Regional Beauty Preferences
Superdrug’s research further reveals the fascinating diversity of beauty habits across the UK, demonstrating that beauty is truly personal and regional, not a “one-size-fits-all” concept.
Key regional favourites include:
- Brighton: Superdrug Fruity Coconut & White Peach Shower Gel.
- Liverpool: Got2b Glued 4 Brows & Edges.
- Edinburgh: La Roche-Posay SPF 50.
- London: Barry M Genie Lip Paint.
- Belfast: Superdrug Cleansing Charcoal Mask.
- Leeds: Superdrug Extracts Cherry Blossom Scrub.
- Birmingham: Studio London U Dew U Setting Mist.
- Cardiff: Maybelline Sky High Mascara.
- Bristol: I Heart Love Crush Bath Fizzer.
Celebrating Customers with the #YouBeauty Campaign
Building on these rich insights, Superdrug is rolling out its new #YouBeauty campaign throughout August, with exciting in-store activations at select locations. This campaign is designed to celebrate the top beauty favourites from individual cities, putting customers and their shopping choices at the heart of the conversation.
The activations will feature:
- Live events.
- Influencer appearances.
- An exclusive ‘Unlock Your Beauty Best-Seller’ game.
Participating stores include Brighton Churchill Square, Liverpool ONE, and Edinburgh Princes Street.
Simon Comins, Chief Operating Officer at Superdrug, emphasised the core of the campaign, stating: “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”.
This initiative underscores Superdrug’s commitment to understanding and celebrating the diverse beauty needs of its customers across the UK.
