Superdrug has unveiled its top beauty predictions for 2025.
Advanced cleaning has topped the British retailer’s list, and is based on a shift in consumers' care for their skin focusing more on cleansing and ingredients.
Superdrug believes this trend is here to stay as people look to “maintain their skin barrier and skin microbiomes”.
Bold eye make-up is also expected to be big in 2025, with thick eyeliner making a comeback and exciting coloured hues.
The British beauty retailer said there will be an increased desire for international beauty products.
“The influx of Korean make-up and skin care in the UK continues as British beauty lovers are inspired by TikTok to try new and international trends,” Superdrug said in a statement.
Finally, Superdrug has named peptides as the skin care ingredient for 2025, as people look to “simplify their routines”.
These predictions have been based on Superdrug data on consumer insights and habits from the last 12 months, as well as feedback from the retailer’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 wants from beauty.
Superdrug has been working with the SI for the last six months, which has supported the retailer’s product development, new store openings and insight into up-coming trends.
“The last 12 months have been exciting for consumers,” said Simon Comins, Chief Commercial Officer of Superdrug.
“We predict that self-care will continue to remain a top priority with people paying more attention to their skin care routines and the ingredients that they put on their skin.”
Superdrug said in-store beauty events will become more popular, as consumers “want more from their shopping experience over scrolling through products on their phone”.
“We are excited by continued innovation in the industry and we look forward to bringing more events and new products to our customers,” added Comins.