In Depth: Superdrug's new own-brand makeup range

Superdrug has strengthened its commitment to value and affordability with the launch of its new own-brand cosmetics range, Studio London. 

With all products priced under £9, Superdrug's new 136-piece collection promises to "deliver the latest colour trends and premium performance products that won't cost the Earth".

The range features products for the eyes, lips and face, including a Flaunt Flawless Perfecting Foundation, Colour Icon Eyeshadow Pigments, Power Pout Lip Glosses and Setting Mists.

Studio London has also been responsibly designed, with 75% of the products containing post consumer recycled materials.

Jamie Archer, Own Brand Director at Superdrug, said: "We couldn’t be more excited to be launching Studio London by Superdrug. We’re bringing a trend-led, creative makeup collection to our own-brand category with incredible formulation and great value, with the majority of the range being under £5.

"The Studio London range has been created to allow everyone - no matter age, gender, skin type or tone - to be authentically themselves through the creativity of cosmetics. It’s never been more important to provide accessible and affordable beauty, and we’re proud to be sharing this brand with our customers who we know are going to love the products as much as we do."

Face

With a 20-shade offering, Superdrug's new ultra-buildable and lightweight Flaunt Flawless Perfecting Foundation (£9) leaves a "seamless finish on the skin". The product includes SPF20 and 12 hour wear, packed into a 50ml bottle.

Other face products in the collection include:

• U-Matte-R and U-Dew-U Setting Mists (£5).
• Flaunt Flawless Cream Concealer (£5).
• U-Matte-R Press Powder (£5).
• Flaunt Flawless Loose Powder (£5).
• U-Dew-U Bronzing Drops (£5).
• U-Dew-U Highlighter (£5).
• U-Dew-U Liquid Highlighter (£5).
• Flaunt Flawless Cream Bronzer (£5).
• Flaunt Flawless Cream Blush (£4).
• Superboost Colour Corrector (£5).
• Studio U-Dew-U Face Gloss (£4).

Eyes

The new Colour Icon Eyeshadow Pigments (£5) includes 11 shades of buildable and smudge-proof cream pigments. Each product offers 12 hour wear and "trending shades for maximum expression".

Other eye products in the collection include:

• Colour Icon Eyeshadow Base (£5).
• Colour Icon Eyeshadow Palettes (£5).
• Boss Brow Lash and Brow Clear Gel (£3).
• Define the Lines Double End Eyeliner (£5).
• Define the Lines Precision Eyeliner (£3).
• Boss Brow Soap Fix (£5).
• Boss Brow Eyebrow Pencil (£3).
• Boss Brown Pen (£5).

Lips

The new The Power Pout Colour Gloss is available in eight shades and hopes to offer a "glass-like shine", non-sticky and lightweight wear.

Other lip products in the collection include:

• Power Pout Lip Plumper (£5).
• Superboost Lip Oil (£5).
• Power Pout Satin Lipstick (£5).
• Power Pout Velvet Lipstick (£5).
• Power Pout Precision Lip Liner (£3).

Listen TheIndustry.beauty's podcast with Superdrug's CCO, Simon Comins.