Superdrug Reveals Inside the Beauty Bags of 19 Million Brits

Superdrug has lifted the lid on the nation’s beauty baskets, revealing exactly what 19 million Health & Beautycard customers are stocking up on this summer. The #YouBeauty campaign uncovers a vibrant mix of cult favourites and regional must-haves, proving that Britain’s beauty habits are as diverse as its weather.

Nationwide, shoppers are keeping their glow locked in with the Elf Power Grip Primer, perfect for a glazed finish, and Got2b Freeze Blasting Spray for hair that stays put. Superdrug’s Vitamin E Facial Mist is the go-to refresh, while Vaseline’s Cocoa Radiant Body Oil delivers all-over sheen.

A closer look shows beauty personality shifts from city to city. Brighton smells like summer with fruity coconut and peach shower gel, Liverpool’s power brows lead the way with Got2b Glued 4 Brows & Edges, and Edinburgh is SPF-savvy with La Roche-Posay SPF 50. London is going bold with Barry M Genie Lip Paint, Belfast is detoxing with a Cleansing Charcoal Mask, and Leeds is sweet on Superdrug’s Cherry Blossom Scrub. Birmingham perfects its glam with Studio London U Dew U Setting Mist, Cardiff turns up the drama with Maybelline Sky High Mascara, and Bristol soaks it all in with a fizzy bath favourite.

Superdrug’s Chief Operating Officer Simon Comins says the campaign celebrates real customers and the everyday icons that shape their routines. Throughout August, Brighton, Liverpool, and Edinburgh stores will host live events, influencer appearances, and an ‘Unlock Your Beauty Best-Seller’ game, giving shoppers the chance to win local favourites.

With #YouBeauty, the retailer is championing individuality, regional pride, and the products that have earned their place in the UK’s collective beauty bag.