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 wants and needs from the brand.

The beauty and lifestyle predictions include:

Clean Beauty

• Last year, there has been a shift in consumers caring more about their skin and focusing more on advanced cleansing and ingredients. Superdrug believes this trend is here to stay as people look to simplify their skincare routines to help maintain their skin barrier and maintain their skin microbiomes.  

Bold is Beautiful

• Expect bold eye makeup to be big in 2025, with thick eyeliner making a comeback in coloured hues.

International Beauty

• The invasion of Korean makeup and skincare in the UK continues as British beauty lovers are inspired by TikTok to try new and international trends. Superdrug has responded to the movement for Korean skincare by adding more brands, such as Beauty of Joseon, AXIS-Y and Haruharu, to its marketplace.

Peptides

• Peptides will be big in 2025, and with the explosion of clean beauty, peptides in skincare will continue to be in demand. 

Store Experience

• In-store beauty events are becoming popular as shoppers look to gain more from their shopping experience over scrolling through products on their phones.