The new year is fast approaching and to celebrate, Superdrug has revealed its top beauty and lifestyle predictions for 2025 – based on consumer insights and habits from the last 12 months, as well as feedback from Superdrug’s new Innovators panel.
The Superdrug Innovators (SI) is a collective of 13–16-year-olds who have been working with the retailer to offer insight into what the next generation really want and need from the brand. Superdrug have been working with the SI for the last 6 months allowing them to consult on everything from key product development to new store openings, up-coming trends and everything in between.
When it comes to beauty, this year has been all about advanced cleansing, sensitive skin, SPF and skin longevity. So, what can we expect from 2025? Superdrug’s team of health and beauty experts share their predictions below:
Advanced cleansing
The last year has seen a shift in consumers caring more about their skin, focusing more on advanced cleansing and ingredients. Superdrug believes this trend is here to stay as people look to maintain their skin barrier and skin microbiomes.
Superdrug will continue to focus and develop further own-brand formulations to enable customers to engage with this trend at an affordable price point. Superdrug own brand ranges offer the same ingredients and experience as premium products, and Superdrug know that shoppers are paying more attention to this than ever before, gaining high-end products for high-street prices. Superdrug also has plans to introduce a new skincare range specifically for Gen Alpha skin in 2025 to offer age and ingredient appropriate skincare.
Bold is beautiful…
Expect bold eye makeup to be big in 2025, with thick eyeliner making a comeback. Not only will bold black eyes be on trend but coloured hues too and with 8 different colours to choose from the Studio London Lines Precision Eyeliner is a must-have at only £3.50.
International beauty
The influx of Korean makeup and skincare in the UK continues as British beauty lovers are inspired by TikTok to try new and international trends. Superdrug have responded to the movement for Korean skincare by adding more brands such as Beauty of Joseon, AXIS-Y and Haruharu to their Marketplace, making international brands more accessible for all.
Peptides
Peptides will be the skincare ingredient of 2025 as people look to simplify their routines. Peptides in skincare will continue to be in demand. Superdrug’s own brand Me+ Peptide Moisturiser has been one of the brand’s best sellers.
Store experience
In-store beauty events are the word on the street as shoppers look to gain more from their shopping experience over scrolling through products on their phone. With over 500 Beauty Studios offering treatments within Superdrug stores across the country, Superdrug’s annual Superdrug Presents customer event taking place again in 2025 and the introduction of the Superdrug Health and Beauty Playgrounds in stores nationwide, the high-street retailer is on hand to invigorate any shopping trip with new experiential offerings.
Speaking on the future of the health, wellness and beauty industry Simon Comins, Chief Commercial Officer of Superdrug, shared: “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.”
Superdrug is one of the leading health and beauty retailers, with over 780 stores across the UK and Ireland. Offering trending beauty brands, everyday personal care and essential health products, Superdrug brings the best in accessible beauty and health to both the high street and online.
