Superdrug unveils top beauty spending trends across UK

Superdrug has revealed new insights into how its 19 million Health & Beautycard members are shopping - highlighting beauty trends across cities throughout the UK.

The new research shows that customers are increasingly choosing beauty products that deliver real, visible results.

Among the most popular picks are the E.l.f. Cosmetics Power Grip Primer, Got2b Freeze Blasting Spray, Superdrug's own Vitamin E Facial Mist, and Vaseline Cocoa Radiant Body Oil.

These findings reflect growing demand for high-performance beauty staples that combine effectiveness with value.

Top beauty picks by city 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.

Building on these insights and as part of its new #YouBeauty campaign, Superdrug is rolling out in-store activations across select locations throughout August.

Each activation will celebrate the top beauty favourites from individual cities, featuring live events, influencer appearances, and 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, 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."

It follows the release of new data from Boots, which offers insights into how Advantage Card members are using their points - highlighting a wide spectrum of spending habits, from strategic savers to frequent redeemers.

According to these findings, the average Advantage Card member redeems their points twice a year, with 74% opting to save up their rewards for six months or more before spending.

Meanwhile, a smaller group of ‘serial redeemers’ (4%) choose to spend their points on average seven times a year on daily essentials such as tissues, bottled water, cotton face pads and cleansing wipes.