There are some things that are quintessentially British; afternoon tea, fish and chips, rain during Wimbledon and of course our beloved high street. Even with the increase in online shopping, we have some of the best bricks-and-mortar shops in the world and when it comes to beauty Superdrug remains at the top of the bunch. The iconic cosmetic giant turned 60 this year and to celebrate it is adding 25 new stores to its 830 throughout the UK and Ireland. Considering it is having to compete with global brands likes Sephora and the premium offerings from Space NK it is pretty impressive to still be ranked the number one store for Gen Z.
One of its newest stores has just opened at Westfield Stratford, which has been extended and includes its own-brand cosmetics range Studio London, B. Skin, Me+, Vitamin E, Optimum and Naturally Radiant, as well as trending brands such as Elf, Revolution, Morphe 2 and Avon, Obviously I had to pop along to see it. I also thought this would be a good time to round up my favourite Superdrug buys and help you pick the products you should pop into your basket next time you visit.
Read on to find out why you shouldn’t sleep on these £6 bronzing drops, a £10 Sol De Janeiro Dupe and why an £11 balm is my ultimate holiday go-to buy.
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Best Cleanser: B. Melting Cleansing Balm
B. Melting Cleansing Balm (£10)
I’m a big fan of a cleansing balm as I like my face to feel soft not stripped after cleansing. I also like a product that removes all the makeup, dirt, grime and SPF in one go rather than have to use multiple products. This cleansing balm is gentle enough to use on the eyes and it breaks down waterproof mascara. It is also super hyrdating so leaves skin feeling and looking nourished. Top tip: apply to skin before you brush your teeth and allow the balm to work into your skin for the two minutes before rinsing away.
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Best Body Mist: Mine Sweet Vanilla
Mine Sweet Vanilla Body Mist (£10)
When it comes to dupes, this may not smell exactly like Sol De Janeiro, but at less than half the price (and £5 if you’re a Superdrug member) it gives it a good go. It is definitely from the same family of scents, so chances are if you are fan you will also like this option. As far as I am concerned body mists should be cheap and cheerful as it is not a longlasting product, it is designed to give you a quick freshen up, so expect to spritz multiple times throughout the day.
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Best Budget Eyeshadow Palette: Mophe 2
Morphe 2 Reading in 5 Eyeshadow Palette in Malibu (£7)
If you’re an eyeshadow girlie and you’re looking for a palette to take on holiday or pop into your clutch this summer then this is for you. It is highly pigmented as you would expect from a Morphe product and includes all the shades you need for a neutral smokey eye. It is the ideal makeup product for a carry-on too as it’s lightweight and the shades can be worn in multiple combinations.
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Best Exclusive Brand: Hada Lobo Tokyo
Hada Labo Tokyo Premium Lotion (£22)
If you’re a fan of hyaluronic acid (and if you’re not you need to give it a go) then I urge you to try this Japanese brand. Packed full of intensive HA it has a watery texture which disappears into the skin to leave you looking and feeling plump all day. The bottles last for ages and a little goes a long way. I recommend using HA after you’ve cleansed when your skin is still a bit damp as it will lock in the moisture, if skin is dry then applying after a facial mist will have the same effect.
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Best Eyebrow Gel: Got2b 2 in 1 Gel for Brows and Edges
Got2b 2 in 1 Gel for Brows and Edges (£5.50)
I have to admit I’m not a brow gel person, the stuff scares me. However, PS senior social content producer Chloe Dunn raves about this Got2B product which she swears keeps her brows looking great come rain or shine, city or beach. It is non-sticky, doesn’t peel and will keep all those pesky hairs in place all day long.
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Best Foot Mask: Superdrug Foot Nourishing Sock Pack Marula Oil
Superdrug Foot Nourishing Sock Pack Marula Oil (£2)
I love nothing more than an evening of self-care – from a face mask to hair oil, I like to spend my time slathering on as many products as I can. These sock masks are so good when you want to take your self-care to the next level, simply pop on the socks and allow the ingredients to do their thing. In the summer our feet can take a battering in flip flops and sandals and this really helps the dry skin and cracked heels look and feel better.
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Best Primer for Summer: Elf Stay Cool Primer Stick
Elf Stay Cool Primer Stick (£7)
This is exclusive to Superdrug in the UK and is worth the trip alone. It has all the same staying power properties of the other Elf products we know and love, but the stick applicator and cooling formula makes it the perfect summer primer. Ideal for holidays and festivals as well as applying on the go it instantly feels cool on the skin and will help your makeup stay in place for longer.
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Best Eyeliner Pencil: Avon Glimmerstick
Avon Glimmerstick Eyeliner in Blackest Black (£5)
It’s always nice to see Avon in store as it allows you to try the products and not just hope for the best via a catalogue or seller. I would recommend trying to find a store, as you may be surprised at just how impressive many of its colour products are. From exceptional colour payoff to staying power, the range can compete with some of the leading brands. I was recommended this eyeliner by a makeup artist years ago and it still lives up to the hype. It gives the blackest finish and doesn’t move all day.
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Best Budget Bronzing Drops: Studio London U-Dew-U
Studio London U-Dew-U Bronzing Drops (£6)
If you want to try a bronzing drop but don’t want to splash out on one of the premium brands, I would recommend trying this one. It can be worn alone or mixed into your foundation to give your skin a subtle bronze glow. It also gives an overall blurring effect which is ideal if you prefer a lighter base in the summer.
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Best All-Rounder Balm: Eucerin Aquaphor
Eucerin Aquaphor Repairing Balm (£11)
Straightener burn? Chapped lips? Dry heels? Sun burn? Whatever the issue this balm will help. It is one of the products I always have in my travel bags as you never know when you will need it. It is also good for dry hands and knees as well as insect bites to prevent scarring.
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Lauren Ezekiel is an associate editor at PS UK, where she writes about all things beauty and wellness. With a degree in journalism and 12 years’ experience as a beauty editor at a leading Sunday supplement, she is obsessed with skincare, hair and makeup, and is often found offering advice to innocent bystanders. Her work has been published in Grazia, OK, Health and Beauty, The Sun, ASDA, Dare and Metro.
