Superdrug Presents Returns for 2026

Superdrug Presents will return to London from 1 to 4 May at Old Truman Brewery. The four-day festival will once again be a large-scale consumer beauty and wellness activation, combining brand experiences, masterclasses, celebrity appearances and product-led sampling under one roof.

This year’s edition points to the continued value of live experiential retail for mass beauty. Superdrug is using the event to bring together its health and beauty offer in a format built around discovery, trial and access, with international beauty brands, including K-beauty names, set to feature alongside interactive sessions and pampering experiences and a goodie bag worth more than £250.

The beauty festival will take place across the early May bank holiday weekend, giving Superdrug four days to capture extended footfall and social traction in London. Ticket prices are set at £40 for Health & Beautycard members and £50 for standard entry.

On the promotional side, the retailer is leaning heavily into urgency, describing this as the final ticket drop and the last chance to secure entry. That approach reflects how Superdrug Presents has evolved into more than a branded event. It now operates as a recurring platform for community building, product trial and loyalty engagement, while giving participating brands direct access to highly engaged beauty consumers in a festival format.

For the wider sector, the return of Superdrug Presents underlines how experiential remains central to beauty retail strategy in 2026. With masterclasses, celebrity-led moments and brand activations all built into the programme, the event gives Superdrug a way to turn retail affinity into physical attendance, while offering brands a concentrated environment for sampling, education and visibility.

Final tickets available now at Superdrug.