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Superdrug shares beauty predictions for 2023

Sophie Smith
10 January 2023

Looking at consumer insights and habits from the last 12 months, Superdrug has revealed its top beauty and lifestyle predictions for 2023.

The health and beauty retailer predicts consumers will spend more time comparing prices and hunting for beauty bargains, amid the cost-of-living crisis. Superdrug plans to introduce more supersized, own-brand products in 2023, such as its B. Melting Cleansing Balm.

Superdrug’s experts say self-care will continue to boom, with a greater focus on sexual wellness and the hormone journey. In addition, interest in DIY at-home beauty treatments will continue to grow, giving consumers the option to experiment at home, for less.

As new brands, products and categories enter the UK market, Superdrug predicts consumers will continue to explore different cultures this year. The introduction of Korean beauty to the UK saw Superdrug launch AHC Beauty and Hada Labo in 2022, which "quickly" sold out across stores. The retailer expects the K-beauty trend to continue.

Inclusivity and diversity within the beauty industry will also remain a top priority, according to Superdrug. The retailer emphasised that it continues to support black-founded businesses, such as the recent launch of Nylah’s Naturals, Afrocenchix and, more recently, the exclusive launch of Carol’s Daughter into the UK market.

The awareness of sun-damage to skin has also risen. Superdrug customers are instead turning bronzing products to achieve a healthy glow, with the retailer expecting new category innovations such as SPF Boosters, Tints and Foundations to become increasingly popular in 2023.

In makeup, bold eye looks are expected to make a come back in 2023. Hot pinks, blues and oranges will likely be popular, with multi-coloured rainbow eyes also becoming a new trend.

Simon Comins, Chief Commercial Officer of Superdrug, said: “The last 12 months have been interesting with many consumers purchasing decisions being driven by the cost-of-living crisis. However, after a stellar Christmas performance, 2023 looks exciting.

"We predict there will be more experimenting when it comes to colour cosmetics, self-care will remain a top priority and at-home DIY treatments will continue to be important to our customers as the country remains in a cost-of-living crisis. We’re excited by further modernisation of the industry and we look forward to bringing more experiences and new products to our customers.”

Listen to's podcast with Superdrug's CCO, Simon Comins.

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