This summer, Superdrug the UK’s leading health and beauty retailer, lifts the lid on what Brits are actually snapping up in their shopping baskets and the results are as varied and vibrant as the UK’s beauty lovers themselves.
Pulled from real shopping data via Superdrug’s Health & Beautycard community of 19 million customers[i], the nationwide #YouBeauty campaign reveals how different cities across the UK are embracing their glow-up and doing beauty their own way.
From ace bases to radiant body care, Superdrug customers are filling their baskets with beauty buys that really deliver. The hero shopping choices are the now-iconic Elf Power Grip Primer which is a go-to for glazed finishes and long-wear glam, while Got2b Freeze Blasting Spray keeps every hair strand locked in place. There’s love for a refreshing spritz too, Superdrug’s Vitamin E Facial Mist is the ultimate ‘mist-and-go’ essential, and Vaseline’s Cocoa Radiant Body Oil is serving serious glow-up energy.
While these products are trending nationwide, zoom in a little and the UK’s beauty identity shifts, just like the British Summer weather, from city to city:
- Brighton is the freshest with fruity body care that smells like summer. The Superdrug Fruity Coconut & White Peach Shower Gel tops the list.
- Liverpool is the king or queen of brows, with Got2b Glued 4 Brows & Edges, proving the Northwest knows a power arch when it sees one.
- Edinburgh’s in its SPF era with La Roche-Posay SPF 50, showing the Scots are seriously sun-smart, even though the sun might be lacking most days.
- London is always going bold with the colour-shifting Barry M Genie Lip Paint, giving main character energy across the capital.
- Belfast is in detox mode as the Superdrug Cleansing Charcoal Mask flies off shelves for that clean-skin comeback.
- Leeds is sweet on skincare reaching for Superdrug Extracts Cherry Blossom Scrub to keep things smooth and sweet.
- Birmingham’s locking in their look with Studio London U Dew U Setting Mist, the ultimate choice for perfecting the Midlands glam.
- Cardiff’s got sky-high standards (literally!) with Maybelline Sky High Mascara, making Welsh lashes the main event.
- Bristol’s all about the bubbles and soaking it all in with the I Heart Love Crush Bath Fizzer fizzing into top place.
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.”
To celebrate even further, Superdrug is bringing the #YouBeauty energy in-store. Throughout August, head to the Brighton Churchill Square, Liverpool One, and Edinburgh Princes Street stores as we spotlight each city’s top beauty obsessions with live events, influencer appearances, and our exclusive ‘Unlock Your Beauty Best-Seller’ game. Pick a key, try your luck, and customers could win a full-size favourite from their region.
