The British retailer 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 its new Innovators panel, a collective of 13–16-year-olds who have been working with the retailer for the last 6 months to offer insight into what the next generation really want and need.
While last year was all about advanced cleansing, sensitive skin, SPF and skin longevity, Superdrug’s team of health and beauty experts expects 2025 to be focused expert skincare, bold makeup and in-store events.
1. Advanced Cleansing
Last year, consumers were clearly focused on caring about their skin with advanced cleansing and ingredients. Superdrug believes this trend is here to stay as people look to maintain their skin barrier and skin microbiomes.
To meet the demand, Superdrug says they will continue to develop own-brand formulations to enable customers to engage with this trend at an affordable price point. Superdrug also has plans to introduce a new skincare range specifically for Gen Alpha skin in 2025 to offer age and ingredient appropriate skincare.
2. Bold is beautiful…
The retailer expects bold eye makeup to be big in 2025, with thick eyeliner and coloured hues making a comeback.
3. 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.
To make Korean and international products more accessible, Superdrug is adding more brands including Beauty of Joseon, AXIS-Y and Haruharu to their online marketplace.
4. 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.
5. Store experience
Influenced by social media and over scrolling through products on their phone, beauty shoppers look to gain more from their shopping experience. In 2025, in-store events will be the word on the street!
“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,” commented Simon Comins, Chief Commercial Officer of Superdrug.
With over 790 stores across the UK and Ireland, Superdrug is the second largest health and beauty retailer in the UK, behind Boots. It is part of the Hon Kong based AS Watson Group.
