Superdrug reveals top beauty predictions for 2025

With the new year fast approaching, Superdrug has revealed its top beauty and lifestyle predictions for 2025.

The data is based on consumer insights from the last 12 months, as well as feedback from the retailer's new Innovators panel, a collective of 13-16-year-olds who "offer insight into what the next generation really want and need".

Advanced Cleansing

This year has seen a shift in consumers caring more about their skin, focusing on advanced cleansing and ingredients. Superdrug believes this trend will continue into 2025 as people look to maintain their skin barrier and skin microbiomes.

As a result, the health and beauty retailer will continue to develop further own-brand formulations, allowing customers to engage with this trend at an affordable price point. It also plans to introduce a new skincare range specifically for Gen Alpha to offer age and ingredient appropriate skincare.

International beauty

The rise of Korean makeup and skincare in the UK continues as British beauty lovers are inspired by social media platforms like TikTok to try new and international trends.

Superdrug has responded to the movement for Korean beauty by adding more brands such as Beauty of Joseon, AXIS-Y and Haruharu to its online marketplace, making international brands more accessible for all.

Peptides

Peptides will be the skincare ingredient of 2025. That's according to Superdrug, which believes peptides will continue to be in demand as people look to simplify their routines. It comes as the high street chain's own-brand Me+ Peptide Moisturiser has been one of its bestsellers.

Store experience

In-store beauty events and services are the word on the street as consumers look to gain more from their shopping experience over scrolling through products on their phone.

With over 500 Beauty Studios offering treatments within its stores across the country, the retailer's annual Superdrug Presents customer event will take place again in 2025. The introduction of Superdrug Health and Beauty Playgrounds in stores nationwide also promises to "invigorate any shopping trip with new experiential offerings".

Simon Comins, Chief Commercial Officer at Superdrug, said: "The last 12 months have been exciting for consumers. We predict that self-care will continue to remain a top priority with people paying more attention to their skincare routines and the ingredients that they put on their skin.

"We also believe that customers want a more personal and interactive shopping experience. We’re excited by continued innovation in the industry and we look forward to bringing more events and new products to our customers."