Us Brits have a real thing for beauty. According to Barclays, beauty spending grew by 7.1% in 2024, with consumers spending £291 each on average during the year. In 2025 that growth shows no signs of waning. In April, the category grew by 15.1% year-on-year, which is the biggest increase in three years. And it seems this summer, the beauty shopping continues. It makes sense, the new season always gives reason to overhaul our kits. Heavy duty base products are swapped for breathable skin tints, and occlusive body nourishers are traded for slippery, glossy oils laden with SPF50. Superdrug is taking note with its nationwide #YouBeauty campaign, which lifts the lid on all the go-to beauty products customers are adding to cart this summer and the results are certainly telling of our shopping habits.
Inspecting data from Superdrug’s Health & Beauty card community of 19 million customers, the campaign reveals all the products that are flying off shelves in every region, from Edinburgh to Brighton, proving that while we are one nation our insatiable appetite for beauty is unique and totally signature to where we are based.
'What’s amazing is just how individual these beauty habits are. From bold brows in Liverpool to specialist suncare in Edinburgh, it’s clear that beauty in the UK isn’t one-size-fits-all, it’s personal, regional, and constantly evolving. We’re proud to shine a light on the everyday icons and viral heroes that are really making an impact in people’s routines, and to celebrate the beauty of real choice,' explains Simon Comins, chief operating officer at Superdrug.
Up north, the Scots are proving to be sun-savvy. Despite experiences fewer sunny days than other parts of the UK, Edinburgh is stocking up on La Roche-Posay's Anthelios UVMune Invisible Fluid Suncream SPF50+ 50ml, £19.99, so if you only remember to wear sunscreen at the first sight of sun instead of embedding it into your daily routine, this is your sign to take note from the Scottish.
Staying true to their ultra-glam credentials, Liverpudlian are endlessly reaching for the viral Got2b Glued 4 Brows & Edges, £5.50, demonstrating the northwest knows exactly what is takes to build a statement, lifted, budge-proof brow. Speaking of lift, Cardiff doesn't play when it comes to lashes and is invested in the Maybelline Sky High Mascara, £12.99, arguably one of the best eye defining mascaras on the high street. Keen to know if you summer go-to made the cut? Scroll through Superdrug's most shopped regional beauty buys below.
Shop: Superdrug's most-shopped beauty products
Liverpool's favourite
www.superdrug.com
Brow lamination made easy. For maximum, long-lasting hold, this viral brow gel will keep brows snatched all day long and it's Love Island approved, too. It takes inspiration from the well-loved got2b Glued Blasting Freeze Spray, after all.
Sameeha Shaikh, beauty writer, says: 'While it may be tricky to get the hang of at first, it's helpful to know that this product is a labour of love. Brush the glue formula through your brows, then wait a few minutes before using your fingers to press the gel down and shape brows into your prefect position. For a seamless look, go over your brows with the flat end of an eyeshadow brush in an upwards gliding motion. This will help to even hairs, set them in place and fake a real brow lamination. At £5.50 a pop, this Love Island hidden beauty gem is a no brainer.'
Pros
- Affordable price
- Strong hold formula
Cons
- Creates a bold brow, so may not be best for those who want a natural finish
Leeds' favourite
www.superdrug.com
Made with sweet cherry flower extract and apricot granules to help gently exfoliate dull and dead skin cells, this scrub helps to reveal softer, smooth and supple skin.
Sameeha Shaikh, beauty writer, says: 'I'll be honest, I'm not the best at remembering to exfoliate my body every week, but it helps when you have a ridiculously good product at your disposal. This scrub helps to buff away dead skin without feeling too gritty or aggressive. It leaves my skin supple, radiant and it smells incredibly delicious.'
Pros
- Gentle exfoliator
- Large tub
Cons
- Scented so may not work for those who like fragrance-free products
Cardiff's favourite
www.superdrug.com
Well-loved on TikTok and beyond, this mascara has earned a reputation for being one of the best formulas on the high street thanks to its next-level lengthening, volumising credentials.
Sameeha Shaikh, beauty writer, says: 'With a flexible brush head that bends to volumise and extend each hair, this coats lashes with ease. I especially love the easily washable formula, which is infused with bamboo extract and fibres for long, fluttery lashes.'
Pros
- Viral best-seller
- Available in various colours
Cons
- Best used after 2 weeks of opening, as with most mascatas
Edinburgh’s favourite
www.superdrug.com
A cult classic SPF that comes highly rated by dermatologists and beauty experts everywhere thanks to its high protective factor, lightweight feel and sensitive skin-approved formula.
Annie Vischer, head of beauty, says: 'A functional, lightweight SPF that I smooth on over my moisturiser to protect my skin everyday, all year round. Many women experience increased pigmentation during pregnancy and good and consistent SPF protection is a huge part of tempering it.'
Pros
- Suitable for sensitive skin
- Lightweight, comfortbale finish
Cons
- Bottle can leak
London's favourite
www.superdrug.com
This is how to keep things personal when it comes to lipstick. Each Lip Paint (there are three) adapts to the alkaline in your lips, to create a pH reactive shade that is totally unique to you. Plus, each shade compliments any skin tone.
Sameeha Shaikh, beauty writer, says: 'PH reactive skincare has become all the rage in recent years, and even high end, luxury brands like Dior have come on board, creating stellar products that adapt to your skin's temperament to develop a unique hue. This lipstick is a great one to keep handy if you want to try the trend, a quick swipe reveals a long-lasting, comfortable feeling personal shade.'
Pros
- Comes in three shades
- pH reactive formula creates a unique shade for all
Cons
- By its nature, shades are unexpected
Belfast's favourite
www.superdrug.com
Formulated with activated charcoal and witch hazel, this mask is specifically geared towards deep pore cleansing, detoxification, and the removal of dirt, oil and grime, to leave skin look and feel clean and clear.
Sameeha Shaikh, beauty writer, says: 'It's hard to believe this mask comes in at just £1 a pop. Loaded with activated charcoal it detoxifies and clarifies by drawing out impurities, and balances by combatting inflammation in the skin with the help of witch hazel. My acne prone skin soaks it right up and is left looking calmer.'
Pros
- Affordable price point
- Contains targetted solution-based ingredients
Cons
- Only one mask per pack
Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).